In its simplest form, basketball is a game designed to be fun. While celebrated athletes can impress with signature moves, unbelievable shots, and game winning plays, the reality is that anyone and everyone can pick up a basketball, dribble, and attempt a basket. This summer, Kinder Chocolate wants everyone to “Pass The Fun” and discover what NBA All-Star Paul George has always understood about his sport. Fun is essential to every part of the game.
As shared by Kinder Chocolate, basketball is the most popular team sport in the U.S. From the pick-up games on courts around town to organized teams, people, especially kids, of all skill levels are happy to grab a ball and play.
This summer, Kinder Chocolate is embracing the idea of Pass The Fun. Through special packaging and promotions, the food brand wants everyone to rediscover the joy in the game. From bringing families together to getting kids to be engaged, that time on the court is more than just sinking the perfect 3-pointer.
As Catherine Bertrac, Senior Vice President of Marketing, Ferrero Mainstream Chocolate commented, “At Kinder Chocolate, we believe in the beauty of simple, wonderful moments—whether it’s playing a game with loved ones or enjoying our milk chocolate bar with a creamy milky filling. With Pass The Fun launching just as school lets out for summer, we hope to inspire kids and families to embrace basketball in its most fun form.”
As part of this Pass The Fun campaign, Kinder Chocolate partnered with 76ers, NBA All-Star player Paul George. During a special event held at the West Side YMCA in New York City, the game was not the traditional sprint up and down the floor tallying a high score. These new rules were about getting kids engaged with the idea of game play. Of course, everyone cheered for the swoosh, but it was just as much fun to see kids smile as they just embraced the joy in the moment.
Through his collaboration with Kinder Chocolate, NBA star Paul George graciously answered some questions about his basketball career, this partnership, and the importance of engaging in playtime.
Cristine Struble: What originally drew you to basketball? Does the sport still bring you joy like it did when you were a kid?
Paul George: What originally drew me to basketball was the pure love of the game—the freedom, the creativity, and the joy of just being out on the court. It was my escape and my passion growing up. And even after all these years, that feeling hasn’t gone away. The stakes are higher now, the stage is bigger, but the love is still the same. There’s nothing like the energy of the game—it continues to fuel me every day, just like it did when I was a kid shooting hoops in the driveway.”
Struble: Keeping kids active and engaged is a priority in many families. What do you suggest for families to keep the kids wanting to play?
George: The key to keeping kids active is making play feel fun, not forced. Let them explore, be creative, and even make their own rules sometimes. When kids feel like they have ownership in the game, they stay engaged. It doesn’t have to be structured or competitive—just consistent and positive. Whether it’s shooting hoops in the driveway or playing tag at the park, the most important thing is that they’re moving, laughing, and building confidence through play.
Struble: How do you think that Kinder Chocolate is facilitating that playtime fun? What do you think will be the lasting impact of this event?
George: With this campaign, Kinder Chocolate is bringing the fun back to basketball by focusing on simplicity and creativity. It’s about kids playing the game their way – without pressure – just pure enjoyment. I think the real impact will be helping families rediscover the value of play, and encouraging kids to stay active because it’s fun, not forced. As a parent, that’s truly something I believe in.
Struble: Sometimes kids feel the pressure to compete. What do you suggest for them to take the focus away from winning and more on the art of being a good teammate?
George: Kids today feel a lot of pressure to win, but I always encourage them—and their parents—to focus on effort, teamwork, and growth instead of just the scoreboard. Sports should be about learning, having fun, and building relationships. That’s why I connected with Kinder Chocolate on this campaign—it’s all about bringing the excitement back to play and reminding families that the game doesn’t have to be perfect to be meaningful. Celebrate the hustle, the high-fives, the creativity. That’s what builds confidence, character, and a lifelong love for the game—on and off the court.
Struble: Team sports can be a way for people to learn to communicate, be a leader and be a follower. What is the biggest life lesson that basketball has taught you off the court?
George: Basketball has taught me that success is never just about individual talent—it’s about how well you connect, communicate, and support the people around you. One of the biggest life lessons I’ve taken from the game is humility. Whether you’re leading or learning, being part of a team means showing up for others, not just yourself. That mindset has shaped the way I approach fatherhood, relationships, and now partnerships like the one with Kinder Chocolate—where the focus is on togetherness and creating space for everyone to feel included.”
Ready to Pass The Fun this summer? The sweetest connections are the ones that engage people on and off the court. It is time to bounce, pass, and dribble towards embracing the simple joys of playing and see where it takes you.