Coca-Cola has formed a multiyear marketing partnership with the WNBA to host a number of WNBA FIT Clinics at community parks across the U.S.
The program supports Coca-Cola’s “Live Positively” initiative and WNBA Cares. It kicked off last week with clinics in New York City and Washington, D.C, and will continue through the end of the summer.
The clinics will teach fitness skills and nutrition to kids. Coke also hopes that holding camps in local parks, as part of its “America is your park” program, will encourage families to visit neighborhood parks more often. The program is giving away $500,000 in grants to state and local parks, a $100,000 grant to the park with the most votes, a dollar for every laugh uploaded to the “Smile-izer” at MyCoke.com, and matching donations to the nation’s parks submitted through LivePositively.com.
The rationale behind Coke’s park effort seems to be that going to parks more often will make people more active; making people more active will reduce obesity; and reducing obesity will reduce calls for a soda tax and anti-soda initiatives like New York City Health’s campaign.
Furthermore, by opening WNBA FIT Clinics, “we’re giving families the chance to get active together and have fun by interacting with amazing role models like WNBA players,” said Ellen Lucey, director of sports marketing at Coca-Cola North America.
WNBA stars Marie Ferdinand-Harris (L.A. Sparks), Taj McWilliams-Franklin (New York Liberty), Helen Darling (San Antonio Silver Stars), Swin Cash (Seattle Storm), and Tamika Catchings (Indiana Fever) will serve as the program’s ambassadors and will appear in videos on the “Live Positively” site.