Sun Life courts a healthier future with 3x3 hoops challenge in Indonesia

Part of Sun Life Indonesia's 30th anniversary celebration, the annual Hoops+Health series is doubling as a rallying cry against the country's rising tide of youth inactivity. Beyond a traditional tournament, the event turns into a grassroots spectacle: young players dodging defenders on court while amateur photographers chase moments of emotion, grit, and celebration from the sidelines.

The 3x3 Basketball Challenge - the campaign's centrepiece - featured categories for Rising Star (U10 and U12) and Elite teams, as well as fun matches involving the general public and Sun Life staff. It's not just sport for sport's sake. The format, played on half-courts with fewer players, encourages agility, quick thinking, and constant movement - all in line with the campaign's mission to foster early habits of physical activity.

"More than just a sports event, it serves as a platform to empower young people, communities, and Sun Life Indonesia employees to combat the growing trend of sedentary lifestyles and physical inactivity," the company said. "Our focus is especially on children to encourage them to be more active from an early age; that's why more than half of the participants are kids aged 10 to 12."

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To round out the event, which is held in collaboration with global foundation Beyond Sport, Sun Life added a new twist: a sports photography competition, open to anyone with an eye for high-energy moments and community storytelling. The goal? To help kids and adults alike engage with health through different lenses - literally.

Moreover, there is also a coaching clinic led by professional basketball coaches - an opportunity for the participants to sharpen skills. Actors Augie Fantinus and Ibnu Jamil, as well as Indonesian basketball player Wijaya Saputra, will also join the event.

Regionally, Sun Life has pledged to invest CA$1.5 million (US$1.1 million) in the second year of Hoops+Health, up from CA$1 million (US$728,000) the year prior. The programme now spans six markets - Indonesia, Malaysia, Singapore, the Philippines, Vietnam, and Hong Kong - with a target to get 45,000 young people moving by the end of 2025.

While the programme's reach is regional, its strength lies in local execution. In Indonesia, the anniversary celebration became a platform for visibility and community engagement, but it also served as a call to action - especially in light of troubling health statistics.

According to the Active Healthy Kids Global Alliance, Indonesia received an "F" in overall physical activity for children. The stakes are high: physical inactivity is linked to rising rates of type 2 diabetes, cardiovascular issues, and mental health challenges.

The 3x3 Basketball Challenge will be held at Gandaria City's Main Atrium from 31 May to 1 June. In other markets, basketball-related activities are also being held as part of the wider Hoops+Health campaign.

The campaign doesn't stop at courtside inspiration. Sun Life is actively rebuilding sports infrastructure, donating basketball equipment to 30 schools in underserved areas, and offering Training of Trainers programmes to empower community coaches.

"As part of our 30th anniversary, we are proud to make a meaningful contribution to Indonesia's future," said Kah Jing Lee, Sun Life Indonesia's chief client officer. "Through Hoops+Health, we aim to ensure that every Indonesian child has the opportunity to move, play, and grow into a healthy and confident individual. This reflects our ongoing commitment to building healthier communities wherever we operate."

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