Reebok announced a three-year, $30 million commitment to physical fitness programs this week.
In an initiative announced today by First Lady Michelle Obama and New York Giants Quarterback Eli Manning, Reebok will spend about $6 million per year on the BOKS program, which the company’s foundation helped a group of mothers start in 2009.
The other $24 million is yet to be designated, said Colleen Doran, a spokeswoman for Reebok. The funding to the BOKS program is intended to help the organization expand its reach from 200 schools to 1,000 schools by 2015. BOKS uses a local lead trainer to develop short, semi-intense physical activities for kids before school hours.
Doran said that whatever Reebok decides to do with the rest of the money, only nonprofit organizations will be eligible for grants.
Last week, the first lady launched “Let’s Move! Active Schools,” a federal a federal campaign to inject physical activity into the school day. That venture is funded with corporate and philanthropic support from Reebok’s rival, Nike, the GENYOUth Foundation, ChildObesity180, Kaiser Permanente, and the General Mills Foundation.