The PR coup
comes as Phelps rides an almost unprecedented wave of publicity. He has, for instance, agreed to appear on "Saturday Night Live" and MTV's Video Music Awards. General Mills spokeswoman Shelly Dvorak
is quick to point out that although Phelps won't be on Wheaties boxes this year, he was in 2004.
A Kellogg spokeswoman declines to comment about how the deal was crafted and what role Phelps might play in the company's overall health-and-wellness initiatives. But Marta Cyhan, vp-global promotions at Kellogg, notes that Phelps "embodies the values behind" the company's Earn Your Stripes program, an initiative it has used to promote physical activity.