Sun Life expands youth wellness footprint with Kwai Fong rooftop court

Sun Life has partnered with global sport-for-social-change foundation Beyond Sport, to foster youth wellness with the official opening of its second Hoops + Health rooftop basketball court in Hong Kong at People Place’s Kwai Fong Plaza.

The new Sun Life-branded court came alive with a colourful opening ceremony and community fun day, bringing together young people, families and local residents for a full day of basketball action, interactive activities and inspiring sharing sessions by prominent figures in sport. The event transformed the rooftop into a vibrant hub of energy, connection and community spirit.

By refurbishing weathered basketball courts and turning them into safe, free and accessible community spaces, Hoops + Health aims to boost physical health, mental wellbeing and social connection among young people across Asia, according to Adley Low, chief client and marketing officer at Sun Life Hong Kong.

The court in Kwai Fong Plaza is the second rooftop basketball court in Hong Kong under the Hoops + Health programme, following the opening of the court in Wah Sum Shopping Centre, Fanling, in 2024.

The Kwai Fong rooftop court is located in a vibrant urban district and allows Sun Life to reach a broader group of young people, families and local residents, Low added. "It reinforces the message that Hoops + Health is about more than just infrastructure – it is about creating a community hub for connection, wellbeing and opportunity."

The new court also incorporates Sun Life branding elements such as the first court, but introduces expanded community programming and new partnerships, including the Hong Kong Federation of Youth Groups, which will begin delivering youth programmes at the new Kwai Fong court from May 2026.

The regular youth programme started in early 2026 in partnership with InspiringHK Sports Foundation and Basketball Association of Hong Kong, China. The Hong Kong Federation of Youth Groups will begin hosting the programme at the new Kwai Fong Court from May 2026, leveraging their combined expertise in youth engagement, basketball development and community outreach.

Sun Life’s investment in the Hoops + Health programme aligns with its broader initiatives in Hong Kong, including title sponsorship of the Sun Life Hong Kong International Dragon Boat Races, community events such as The Big Bounce World Tour – Hong Kong, and ongoing support for local organisations.

As the base for Sun Life’s Asian regional team, Hong Kong serves as a strategic hub for driving positive change and fostering meaningful connections through sport and wellness programmes.

Hoops + Health is part of Sun Life Hong Kong’s purpose-led, client-centric marketing strategy, which focuses on building long-term trust and relevance rather than short-term brand exposure, Low added.

"Sun Life’s approach to marketing goes beyond products to position the brand as a trusted lifetime partner, through supporting health and wellbeing across different life stages, in addition to financial security. Hoops + Health brings this to life by promoting physical activity, mental wellbeing and social connection among young people."

Investing in Hoops + Health is important to Sun Life because it helps address the rising issue of physical inactivity among young people in Asia, which is a key risk factor for chronic conditions such as diabetes, he said. "It also supports their overall mental and social wellbeing. By creating safe and welcoming spaces, the program empowers youth to stay active, build confidence and forge positive social connections through sport."

Low said: “Hoops + Health was created to go beyond traditional health education, using basketball as an inspiring way to encourage young people to lead healthier lives. This new court at Kwai Fong Plaza is a place where young people can play, connect and build confidence together. Through initiatives like this, Sun Life continues to invest in programmes that will bring lasting value and impact to Hong Kong’s youth and the wider community.”

Adam Burgess, director of programmes at Beyond Sport, added "Safe and accessible spaces are essential for young people to thrive. Through Hoops + Health, this new court at Kwai Fong Plaza has become more than a place to play basketball, it is now a hub for wellbeing, connection and opportunity. Together with Sun Life and local partners, Beyond Sport is committed to ensuring physical activity continues to play a positive role in young people’s lives."

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