Reebok teamed up with the Boys & Girls Club of America and non-profit Project Backboard to reveal a renovated basketball court for the Boys & Girls Club of Carson, CA. Reebok launched “Life is Not a Spectator Sport” last month, a bold new global brand campaign designed to inspire people to pursue their passions, celebrate their individuality, and become active participants in the world around them.
The basketball court’s playing surface was repaired by Project Backboard and a custom butterfly mural featuring Reebok’s “Life is Not a Spectator Sport” mantra was also added to the renovation.
“’Life is Not a Spectator Sport’ is an especially important message for kids,” said Caroline Machen, Vice President, Global Brand Marketing at Reebok Design Group. “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.”
Reebok and the Club staff presented the renovated court to its members for the first time on March 22nd, with kids and staff receiving new pairs of Reeboks, enjoying a virtual discussion with Reebok leaders and remarks by local elected officials Jawane Hilton and Cedric L. Hicks Sr., followed by mini-games and activities on their new court.
“The ongoing pandemic has sidelined our kids for far too long,” commented 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.”
“This sports court is special because it reminds Club youth that achieving their goals is truly possible by getting out of the stands and actively participating in life – both on the court and off,” continued Richards.
Check out the photos of the renovated court below.
