Sportswear giant Reebok International announced on Friday an agreement with the nonprofit Partnership for a Healthier America to contribute $30-million over three years to efforts to reduce childhood obesity, The Boston Globe reports.

The firm’s donation will support youth fitness programs through its own nonprofit affiliate BOKS (Build Our Kids’ Success) and programs backed by the partnership, a linchpin in first lady Michelle Obama’s anti-obesity campaign.

“We’re offering an opportunity for companies to do good and do well at the same time,” said Larry Soler, chief executive of the partnership, which also recently received a $50-million commitment from Nike. “Our work is not just to promote a philanthropic effort, but is good business for companies.”