The athletes are partnering with the Kellogg Earn Your Stripes program to raise children's awareness of the importance of keeping fit, staying active and working hard to achieve goals. In the process, Kellogg is sponsoring snowboarders Ross Powers and Lindsey Jacobellis, skiers Toby Dawson and Resi Steigler, and speedskaters Derek Parra and Jennifer Rodriguez. The athletes, in turn, will be featured on boxes of Kellogg's Frosted Flakes or in television advertising during the Olympic Winter Games.
The Earn Your Stripes website (www.tonythetiger.com) encourages young people to learn about the athletes' personal stories and their efforts to succeed.