The programming concept will be based on the regeneration of urban areas into sports arenas or community centres, supporting Reebok's urban positioning through its Rbk branding.
The series will feature groups of teenagers turning deserted urban locations and wasteground into basketball courts and youth clubs.
Reebok is in discussions with Channel 4 and a number of branded content agencies over the property.
The sportswear giant has not yet finalised a broadcast slot, but is keen to run the series on the T4 entertainment sub-brand early next year.
Reebok European marketing director Roy Gardner said: 'It is a very exciting pro-ject that fits perfectly with Rbk. Brands need to innovate to address changing media habits and this is one avenue we are looking at.'
The programmes, which will chart the progress of the regeneration projects, have been described as an extreme makeover show.
The series will form part of the company's pan-regional strategy; the company is in talks with a number of broadcasters about country-specific programming.
The sportswear manufacturer is also aiming to bolster its links with the so-called MTV generation. The programmes will support its classic Pump trainers, which it relaunched in February.
Earlier this year, Reebok was forced to pull a heavyweight TV campaign that featured rapper 50 Cent counting the number of times he had been shot, following criticism from anti-gun campaigners (Marketing, 20 April).
Reebok is the third-biggest sportswear brand after Nike and Adidas, with a £4m annual media spend. Its strategy has previously focused on celebrity tie-ups.
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