Reebok, Hasbro and Boys & Girls Clubs Team Up to Create a 'Candy Land' Court in Atlanta

Shortly after unveiling its whimsical footwear collection with Candy Land, Reebok has partnered up with Hasbro and the A.R. “Gus” Barksdale Boys & Girls Club located in Metro Atlanta to decorate its basketball court with playful sensibility inspired by the nostalgic board game. The colorful creation is designed to merge the heritage and community-first ethos of each brand, and serves a forward step for the Boston sportswear imprint’s BOKS — a physical activity program that encourages kids to get up and get active.

On this newly furnished hoops haven designed by non-profit Project Backboard, multiple colors are splashed onto the ground floor, some of which are shown off through polka dot patterns and step-like boxes that are representative of the classic game. Additionally, the backboard has been decorated with a two-toned white and blue motif and comes stamped with the Candy Land logo on the left and the vector insignia on the right.

“With 82% of adolescents inactive worldwide and mental health issues on the rise, it is imperative that we provide kids with the opportunity to play and move,” says Kathleen Tullie, senior director of social purpose at Reebok. “There is overwhelming evidence on the profound impact that exercise has on the mind: socially, mentally and physically. To that end, Reebok is thrilled to partner with Hasbro’s Candy Land and the BCGA to provide inspiration and access to physical activity for these underserved youth.”

Reebok has also released a captivating video for the court’s launch and that can be viewed here. Moreover, the Candy Land x Reebok footwear capsule is slated to drop on April 21.

For other news, BBC’s Reebok Instapump Fury BOOST collection has been unveiled.