Honestly I wouldn't recommend using the same wax you put on your car, on your wheels. Carnauba-based waxes do not stand up very well to heat, period, whether it be from the sun or from braking. Not sure about the synthetics, but one thing's for certain braking will get your wheels hotter than the sun will ever make your paint.

They sell wheel-specific products for several reasons, and it's not just because they want to make more money. If you aren't all-too concerned about getting your wheels repainted eventually, you should probably consider using a teflon-based synthetic wax. Heck, I think most wheel polishes have some teflon or silicone in them.