In 2014 the National Basketball Association (NBA) and Royal FrieslandCampina entered into a long-term partnership aimed at using play and sport to stimulate children in Southeast Asia to exercise more. The partnership between FrieslandCampina and the Junior NBA is one of the most important components of the Drink.Move.BeStrong campaign that stemmed from SEANUTS.

In 2014 8,000 children aged between five and 15 from 700 schools and local municipalities were reached through training clinics that taught them the basic principles of basketball and the importance of a healthy diet. The intention is to reach 1,000 local schools and municipalities in 2015.

To promote an active lifestyle – also outside the training clinics – and extend the reach of the programme, FrieslandCampina and Junior NBA also train coaches. In 2014 FrieslandCampina and the Junior NBA trained more than 800 coaches in Southeast Asia. In total this campaign reached 68 million people in Southeast Asia in 2014. The aim is to increase the number of coaches further in 2015