New: Reebok and BBC bring back the Board Flip
The Board Flip is back. Reebok just announced that they’re bringing something they released roughly 20 years ago with Pharrell and Nigo’s brand – Icecream. Originally launched back in 2005, Reebok and Icecream are back together with the return of the Board Flip. This was one of Pharrell’s earlier sneaker projects, which was a huge hit during the mid-2000s skate era. This month’s release marks the return of the ‘Watermelon’ colorway as well as a new addition – the ‘Pink Lemonade’.
“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. For those not familiar with the Board Flip, the shoe features a leather upper with perforated panels, suede eyestays and a textured rubber toe cap. Icecream branding can be seen on the tongue, heel, and sockliners. The classic Bones and Cones logo is also seen on the lateral heel. Just like the original drop back in ’05, the shoe comes with two lace options and the custom Icecream box packaging.
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.
The Reebok x BBC Icecream Board Flip drops this Wednesday, May 6, and will be exclusively available at Reebok SM Megamall, Sole Academy, Sports Central (SM MOA) and reebok.ph. Both colorways will be available in unisex sizing (Men’s US 6-11). The Board Flip retails for Php 7,995.