Reebok commits $30 million to get children moving sooner
March 12, 2013
The Reebok Foundation committed $30 million to the programs that are challenging childhood obesity by getting kids involved in physical activity. This funding has been earmarked for a number of efforts, including the Let's Move! Active Schools initiative and the BOKS program - an organization backed by Reebok that's dedicated to engaging elementary school students in physical activity.
BOKS was started by a group of moms in Massachusetts who learned that children perform and behave better when they exercise on a regular basis. Based on the book Spark by Harvard Medical School's Dr. John Ratey, the group designed its program around the findings that physical activity first thing in the morning stimulates brain function. So, the organization offers before-school classes that get kids moving and teach nutrition. With its current momentum, the program is expected to expand to more than 1,000 schools by 2015 from the 200 that have already deployed BOKS classes.
"Through BOKS, we are encouraging these kids to lead a healthier and happier life, and we need to keep encouraging more kids throughout the country. Our influence as parents, teachers, athletes and public figures, has the power to change the mindset of the next generation, and inspire them to embrace an active lifestyle," said two-time Super Bowl MVP and BOKS Ambassador Eli Manning.
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