Header: Reebok
Board Flip, one of Pharrell Williams’ first co-created designs, has been reimagined for the new decade in collaboration with Reebok. Reebok and Icecream, founded by Williams and NIGO®, have launched a new rendition of the popular sneakers in two colourways.
The original Board Flip: The silhouette defining the mid-2000s
Launched in 2005, the Board Flip became a popular model among the skate culture of the mid-2000s. The model made a comeback last year during ComplexCon Las Vegas. According to Ryan Melaugh, Senior Footwear Product Manager at Reebok, it was “the energy at ComplexCon in 2025” and the renewed interest that led to the return of the Watermelon colourway and the introduction of a new colour palette, Pink Lemonade.
Icecream x Reebok Board Flip Pink Lemonade and Watermelon enrich the original Board Flip silhouette with new shades. As its name suggests, Pink Lemonade features a pink, red, and yellow colour palette, while Watermelon sneakers come in shades of green, white, and pink.
Suede eyestrays, textured toe
The materials include a leather upper with perforated panels, a textured toe cap made of rubber, and suede eyestays. Icecream branding is incorporated throughout the design, including the heel, tongue, and sockliner, while the Bones & Cones logo is embroidered on the rear lateral heel. Details typical of the brand and skate culture include textile lining, two lace options, skate-ready tread, and custom Icecream trademark packaging. An injection EVA midsole with painted grooves, and a toe wrap rubber outsole complete the design.
“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. An injection EVA midsole with painted grooves, and a toe wrap rubber outsole complete the design.”
James West, Icecream
Availability and pricing
Reebok x Icecream Board Flip will be available at the manufacturer-suggested retail price (MSRP) of $150.00. An exclusive Billionaire Boys Club release is scheduled for May 1 at the company’s official site, while the global launch will start on May 6 at 10 AM EST at reebok.com and selected retailers. While Reebok is a sports brand with a rich history dating back to 1895, Icecream is a sub-label of Billionaire Boys Club (BBC). The company founded by musician Pharrell Williams and NIGO® in 2005 is known for its whimsical, colourful fashion rooted in skateboarding culture and embellished with irreverent graphics.
The collaboration between Reebok and Icecream allows people to reconnect with an iconic part of sneaker culture that marked the early 2000s while simultaneously introducing the legendary design to a new audience.
