Editing Greg Louganis (section)

===Endorsement deals===
Louganis got few endorsement deals following his 1984 and 1988 Olympic victories, his one major deal being [[Speedo]], a partnership which lasted until 2007. Some of his fellow athletes blamed [[homophobia]] for his lack of deals, since he had been rumored to be gay even before he came out.<ref>{{cite news |title=Many Endorsement Deals Aren't Coming Out -- Many Gay Athletes Have Learned They Must Stay In The Closet In Order To Land Lucrative Contracts |url=https://archive.seattletimes.com/archive/19940814/1925243/many-endorsement-deals-arent-coming-out----many-gay-athletes-have-learned-they-must-stay-in-the-closet-in-order-to-land-lucrative-contracts |first=Karen |last=Crouse |date=August 14, 1994 |newspaper=The Seattle Times |access-date=July 13, 2017 |archive-date=July 27, 2018 |archive-url=https://web.archive.org/web/20180727145812/http://community.seattletimes.nwsource.com/archive/?date=19940814&slug=1925243 |url-status=live }}</ref> Louganis has stated that he suspects that his sexuality played a part, although he feels that in part he was simply overshadowed in the public imagination by other American Olympians, most notably [[Mary Lou Retton]].<ref name="the wheaties box">{{cite magazine |title=The Wheaties Box and the Why of Celebrity Endorsements |url=https://hbr.org/2016/04/the-wheaties-box-and-the-why-of-celebrity-endorsements |first=Alison |last=Beard |date=April 5, 2016 |magazine=Harvard Business Review}}</ref>

In 2016, Louganis was pictured on boxes of [[Wheaties]] cereal, where prominent American athletes are famously featured, as part of a special "Legends" series that also included 1980s Olympians [[Janet Evans]] and [[Edwin Moses]].<ref name="the wheaties box" /> This occurred approximately a year after a [[Change.org]] petition was launched that requested that he be featured, although [[General Mills]] denied any influence from the petition.<ref>[https://www.npr.org/sections/thetwo-way/2016/04/05/473107455/better-late-than-never-olympic-champion-greg-louganis-gets-his-wheaties-box Better Late Than Never: Olympic Champion Greg Louganis Gets His Wheaties Box] (NPR)</ref>