BOKS was chosen by Reebok as its main social purpose initiative in 2010 – a year after it was launched
Move programme in the UK. This multi- organisation approach aims to find a way to make physical activity a lifelong habit.
VIRTUOUS CIRCLE Linn recommends that if a company wants to invest in CSR it should assess its strengths and assets to look at where it could add value and be open to collaboration. “Companies should be willing to learn from charity partners and take feedback to evolve the programme in the best possible way,” she says. "Adaptability and sustainability are the keys to successful projects." On the flip side, if an organisation wants
to attract a corporate they should do their research about which companies might fit with their aims and think about how they could work together to reach the goals. “Have a very clear propisition about what you want to achieve,” says Linn. “Be clear about your needs and wants and create something meaningful.” It's also important to be realistic with expectations: a moderate request for investment is more likely to be successful. In most cases, companies still want to see a return on their investment. As our case studies reflect, when
companies share a joint vision, a virtuous circle is created, with both feeding off each other's enthusiasm in the pursuit of their joint mission. l
BOKS CASE STUDY 1
Reebok's CSR initiative, BOKS, or Build Our Kids’ Success, was founded in 2009 and integrated by Reebok a year later. Reebook's involvement has provided BOKS with operational competencies, as well as its name and funding. In return, Reebok has been able to offer volunteering opportunities to its staff and show the world that the company “walks the walk". BOKS was founded by Kathleen Tullie: when she was a stay at home mum she started organising impromptu soccer matches and running races for her kids and their friends before school. Seeing the benefits of getting them moving before school, she enlisted the help of two other dynamic parents and developed two 12-week curricula. The programme spread by “word of mom” as other parents called asking if they could start a programme at their school. The Reebok Foundation was initially
approached for t-shirt sponsorship, but the company decided to integrate the programme as its main social purpose initiative. “BOKS aligns perfectly
sportsmanagement.co.uk issue 3 2014 © Cybertrek 2014
with Reebok’s mission as the brand to empower people to be fit for life,” says Tullie. “Reebok believes the sporting goods industry has failed, by creating a culture of spectators and that we need to reverse this and create a culture of participants. There is no better way than to start with the youth.” The 45 minute class is made up of functional fitness movements, a warm up game, a running-related activity, a skill of the week and group games incorporating skill of the week, as well as an age appropriate nutrition tip called a BOKS Bit. “We are instilling a lifelong love and appreciation for fitness and good nutrition,” says Tullie. As of the end of July, there were 1,000 schools enrolled to run BOKS and the average class size is 40-60. The aim for 2014 is to get it into 1,200 schools.
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