Reebok continues its message that “Life is Not a Spectator Sport” as the brand combines community with court heritage.
The Vector logo brand has partnered with Boys & Girls Clubs of America and non-profit Project Backboard for the members of the Boys & Girls Clubs of Carson, California. The refurbished court features a custom butterfly mural sharing Reebok’s “Life is Not a Spectator Sport” message and the mission of its youth physical activity program, BOKS, encouraging kids to get active and to connect with life and one another.
The Boys & Girls Club chapter serves 5,400 youth in Carson, Gardena, and South Los Angeles.
“‘Life is Not a Spectator Sport’ is an especially important message for kids,” Vice President, Global Brand Marketing at Reebok Design Group, Caroline Machen, said. “Enhancing the game of basketball has always been a part of Reebok’s DNA, and we’re excited to bring this message to their home court in a way that makes sense for them. Even if it’s one Club or community at a time, if we continue to do the work, we can help build a more connected, active, and creative generation.”
The collaborative effort is creating safe, inclusive, and engaging environments.
“The ongoing pandemic has sidelined our kids for far too long,” stated Boys & Girls Clubs of Carson CEO Kim Richards. “I can’t think of a better way to get kids back in the game than having our clubhouse basketball court transformed thanks to the generosity of Reebok and Project Backboard. These renovations are a slam dunk toward our vision to provide equitable access to sports and fitness for kids in our under-resourced community.”
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