Reebok teamed up with Hasbro to create a Candy Land-themed footwear collection — but the partnership did not stop with sneakers.
Today, the athletic brand and the toy company revealed a Candy Land-themed basketball court for the kids of A.R. “Gus” Barksdale Boys & Girls Club of Metro Atlanta. The look of the court, which features the vibrant hues and imagery synonymous with the iconic board game, was designed and brought to life by Project Backboard, a nonprofit organization that renovates basketball courts.
“Candy Land and Reebok have historically shared a passion for community, inclusivity, movement and play — this was a driving force bringing the brands together initially to create a beautiful basketball and lifestyle footwear collection,” Reebok senior director of social purpose Kathleen Tullie told FN. “Taking it a step further, the parallels that the blacktop and game board share are uncanny and Boys & Girls Clubs enabled us to collectively bring the vision to life in a way that provides kids with inspiration to come together and be active, while supporting Reebok’s growing emphasis on grassroots initiatives and social purpose objectives.”
Reebok said this specific Boys & Girls Club location, which is 22 miles east of Atlanta, has roughly 500 members and serves more than 180 kids a day.
“Boks kids, the primary initiative of the Reebok Foundation, has worked with numerous BGCA clubs in the past and we’ve seen first-hand how they help kids succeed in school, live healthy lives and become leaders,” Tullie said. “Additionally, for this endeavor, we worked closely with the Shaquille O’Neal Foundation who helped us identify a club in the area that serves a diverse population, has strong daily attendance and an outdoor basketball court ready for a revamp.”
Tullie stated that the project has been in the works for four months, which includes selecting the BGCA location, the paint colors and capturing content, leaving a little more than two weeks for Project Backboard to repair the court and paint.
“Now more than ever, we need to provide inspiration and access to physical and social engagement. The new court provides a bright, beautiful and bold design that will insight imagination, movement and happiness in the club’s kids,” Tullie said. “With regards to the execution, I am most pleased with the collaborative efforts to create something sustainable for the community.”
Additionally, Reebok and Hasbro confirmed the donation of 200 pairs of the collaborative Candy Land sneakers to club members.
The Reebok x Candy Land footwear collection features new-look iterations of the iconic Question Mid and Kamikaze 2 basketball sneakers, as well as the kids-only Classic Leather and Club C 85. The sneakers will drop tomorrow via Reebok.com, Foot Locker, Finish Line, Champs Sports and Hibbett Sports.