Reebok and Icecream continue the return of the Board Flip, following its reappearance at ComplexCon Las Vegas in October 2025. First introduced in 2005 as one of Pharrell Williams’ early co-created sneakers, the model gained recognition during the mid-2000s skate era. The latest release builds on renewed interest in the silhouette, bringing back the Watermelon colorway and introducing a new Pink Lemonade version.
SNEAKERS
The reissue responds to the attention the model received during its recent comeback. Ryan Melaugh, Senior Footwear Product Manager at Reebok, points to the response at ComplexCon as a clear signal. “Partnering with BBC and Icecream to bring back the Board Flip speaks to how much this silhouette still resonates,” he said. “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.”
The Watermelon version returns with a familiar palette, while Pink Lemonade introduces a new approach through pink and red hues. Each pair features a leather upper with perforated panels, combined with a suede eyestay and a textured rubber toe cap. Icecream branding appears on the tongue, heel, and sockliner, alongside an embroidered Bones & Cones logo placed on the rear lateral heel.
An injection EVA midsole includes painted grooves, while the rubber outsole features a toe wrap and Icecream detailing. The tread supports skate use, maintaining the shoe’s original purpose. Inside, a textile lining adds structure, while two lace options provide variation. Each pair arrives in a custom Icecream box, completing the release with a dedicated presentation.
Ross Westland, Creative Director of Billionaire Boys Club Icecream, frames the return as a continuation rather than a reset. “The Board Flip represents a specific moment for us, so bringing it back was about doing it with intention,” he said. “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.”
James West also reflects on the model’s position within skate footwear. “In their own way, the Board Flip holds a distinct place in skate shoe history,” he said. He points to its reception during its original release, noting that it stood apart from other silhouettes of the time. “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.”
The 2026 Board Flip will release at a retail price of $150. A BBC Icecream exclusive launch will take place on May 1 through Billionaire Boys Club Icecream website, followed by a global release on May 6 via Reebok website.
