Can Caitlyn Jenner Transition Into a Celebrity Brand Endorser?

Cosmetics, haircare, food—but probably not Wheaties

No sooner had Caitlyn Jenner shown her new self to the world via Vanity Fair yesterday than the question began popping up on social media: Should Wheaties put her back on its cereal box? (For those too young to remember, Jenner made the box of the original whole-grain cereal in 1977, not long after winning the decathlon in the 1976 Summer Olympics in Montreal.)