Today, Reebok, the iconic and irreverent sports culture brand, and Icecream, founded by Pharrell Williams and NIGO®, continue the return of the Board Flip following its comeback at ComplexCon Las Vegas in October 2025. Originally launched in 2005, the Board Flip stands as one of Pharrell’s earlier co-created sneakers, quickly becoming a defining silhouette of the mid-2000s skate era. Building on renewed interest in the archival model, the next phase will see the return of the Watermelon colorway and the introduction of Pink Lemonade, further celebrating the shoe’s legacy across skateboarding, streetwear, and sneaker culture.

“Partnering with BBC and Icecream to bring back the Board Flip speaks to how much this silhouette still resonates,” said Ryan Melaugh, Senior Footwear Product Manager at Reebok. “The energy at ComplexCon in 2025 made that obvious. It’s a chance to reconnect with something that shaped sneaker culture in the 2000s and introduce it to a new audience in a way that still feels relevant.”

Icecream x Reebok Board Flip Pink Lemonade and Watermelon reimagines the original Board Flip silhouette in pink/red and green/pink colorways. Created with a leather upper with perforated panels, suede eyestay and a textured rubber toe cap. The design includes Icecream branding on the tongue, heel, and sockliner, along with an embroidered Bones & Cones logo on the rear lateral heel. It is finished with an injection EVA midsole with painted grooves, a rubber outsole with a toe wrap and Icecream detailing, skate-ready tread, textile lining, two lace options, and arrives in a custom Icecream box.

“The Board Flip represents a specific moment for us, so bringing it back was about doing it with intention,” said Ross Westland, Creative Director of Billionaire Boys Club Icecream. “Watermelon reintroduced the silhouette in a way that felt familiar. Pink Lemonade felt like a natural next step, building on that momentum while introducing something new, without losing what made it work in the first place.”

“In their own way, the Board Flip holds a distinct place in skate shoe history. Sure, in the late 1990s and early 2000s skateboarding always had cool silhouettes — but when the Board Flips came out, they were truly something unique; visually and culturally. Part neck-breaker, part head-scratcher — it's a shoe that even today people stop you on the street to talk about. They were the first of their kind, and as a fan who owned a pair when they originally came out 20 years ago, it's been really special to see them get the re-release they deserve,” said James West, Icecream.

ABOUT ICECREAM

Icecream is a sub-label of Billionaire Boys Club founded by Pharrell Williams and NIGO® in 2005. Known for its irreverent graphics, playful use of color, and skateboarding roots, Icecream has become a cult brand at the intersection of fashion, music, and street culture. The label’s influence extends through global collaborations, continuing to push boundaries with designs that embody originality and fun.