Reebok and Boys & Girls Clubs of Carson California Activate Global Brand Message “Life is Not a Spectator Sport” on Newly Restored Youth Blacktop

Revamped playing surface, new hoops and mighty butterfly mural executed by nonprofit Project Backboard encourage kids to get active and engage with the world around them.

Today, Reebok, in collaboration with Boys & Girls Clubs of America and nonprofit Project Backboard, unveiled a revamped basketball court for the members of the Boys & Girls Clubs of Carson, California. The repaired playing surface and a custom butterfly mural share 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. Boys & Girls Clubs of Carson, California, located 20 miles south of Los Angeles, serves 5,400 youth in Carson, Gardena, and South Los Angeles.

Last month, Reebok launched “Life is Not a Spectator Sport,” 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.

“’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.”

Realizing the varying needs of families within the community, Boys & Girls Clubs of Carson helps ignite the unlimited potential of kids and teens by creating safe, inclusive and engaging environments.

"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.”

Executed by Project Backboard, whose mission is to renovate courts to help strengthen communities and encourage multigenerational play, the months-long revamp entailed sourcing brand new portable basketball hoops, repairing surface cracks and bumps, applying new layers of sealant for durability and painting a beautiful butterfly mural designed by artist Shannon Peel.

“The butterfly is a symbol of metamorphosis and growth, which is central to Reebok’s ‘Life is Not a Spectator Sport’ message,” added Peel. “We wanted to integrate elements that represent energy, movement, strength and effort, while maintaining a functional playing space that does not distract the kids during play, but rather supports them.”

On Tuesday, March 22, Reebok and Club staff presented the revived space to its members for the first time. As part of the unveiling, kids and staff received new pairs of Reebok sneakers before 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.

“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.

Through brand initiatives like BOKS and its Human Rights Award and partnerships with key organizations like the Boys & Girls Clubs of America, Reebok continues to build upon its mission to support communities’ needs, empower the underserved, increase inclusivity, inspire movement and expand access to play through 2022 and beyond.

For more on Reebok’s “Life is Not a Spectator Sport” platform, visit Reebok.com/Life_Is.