When it comes to endorsement deals, endurance athletes don't really get their due. If you can hit a baseball well, you'll make millions. If you can win a 140.6-mile race that includes swimming, running and biking, you consider yourself lucky to take home the $20,000 in prize money. But now General Mills is recognizing Chris McCormack, who won the grueling Ford Iron Man Triathalon in Honolulu by putting him on the iconic Wheaties box. Since Wheaties' Fuel is a tie-in partner for the event, the deal makes sense, especially in an age when baseball heroes are often found to be steroid users. Speaking of ballplayers (not steroids), the first athlete to grace a Wheaties box was Lou Gherig, whose picture ran on the back in 1934.