New Balance’s “Inspire The Dream” collection was inspired by Kawhi’s personal story
Source: Kawhi’s “Inspire The Dream” Collection Launches Jan. 30
Updated: In my haste, I made a mistake by not completely researching the project created by New Balance. I utilized their PR from their site which unfortunately didn’t state who worked on this project or what additional activations are being done during next month. I incorrectly stated that New Balance was commodifying Black History Month without any thought or interest in building up the African-American community. I’ve added a video below to discuss this.
This has been a difficult week for anyone who has been a fan of the NBA. I actually refrained from writing articles about the sneaker industry as it seemed trivial and disconnected from the importance of family. However, I function as an independent source of analysis and the best way for me to celebrate the life of Kobe Bryant is to remain vigilant in offering a counter to the narratives generated by brands and marketing teams that pose as purveyors of support pillars for people of color.
New Balance is delivering a Black History Month collection. The brand, to my recollection, has never rolled out a celebration of African-American history, but the brand has never been invested in basketball as much as they have been with Kawhi Leonard. Kawhi offers New Balance a pass into the community, but to be fair New Balance had begun building their own inroads:
I have several articles on the work New Balance has been doing in their home area of Boston and it’s commendable, important work. However, at this point while Kobe is still weighing heavy on my mind, the rollout of an Inspire the Dream concept rooted simply in fashion is weak. Does the fact that we lost a legend have a lot to do with how I’m looking at this release of footwear and apparel?
Yes. Which is why I didn’t include any pictures of the gear or a link to the gear.
Would I be so hard on the collection had we not lost Kobe? Probably. We are far beyond the moment when brands can simply capitalize on Black pain and history once a year without presenting any real substantial programs with the product.
A catch-phrase and cool color for apparel and footwear does not equate to support for the African-American community. While most sneaker sites are simply writing about the collection, it’s my job to bring attention to the fact that, yes New Balance has done some work for Black folks; but it is also my attention to bring attention to the fact that this release and the description of it don’t say a damn thing about how this release will help African-Americans break down the barriers that exist in the sneaker industry and beyond. Here are options available to New Balance for their campaign:
- Take your athletes (every race), visit them this week and record a short 1 minute video allowing each athlete to speak about an influential Black American. Post that to the YouTube page.
- Allow each of your sponsored athletes (every race) and allow them to donate to a worthy African-American cause: Black Girls Code, AALBC, Common Ground Foundation, Memphis Slim House, 100 Strong San Diego (Mario Lewis on Facebook since Kawhi went to SDSU) or choose one of any HBCU’s, visit a department head, find out who one of the best, needy students are and pay for a semester or a year of school.
- Commit to promoting the importance of African-Americans throughout the month.
- Commission the work of a young African-American artist and profile them on your website. It’s not hard to find these artists.
I can continue, but the point is this… making a clothing collection without actually supporting Black folks is appropriation and commodification of pain. Sports provides possibly the biggest opportunity to actually have a loud voice beyond the Black community and to help build the community. New Balance, Nike and every brand putting together a Black History Month Collection should use Kobe’s life as inspiration to actually do more than just make cool clothes and heading into February there should be a real visible effort being made, now more than ever.
Updated Information on New Balance’s concept for the collection:
I apologize to New Balance for firing this post off without researching and double checking the creation of the concept. This is beyond what I expected to see for the people behind this launch. This is beautiful.
Concept & Intent:
Designed and developed by a group of African-American associates at New Balance, the footwear & apparel collection amplifies a unified voice to inspire today’s generation of young independents. This collection is our opportunity as black associates to recognize and celebrate the achievements of athletes like two-time champion Kawhi Leonard. “Inspire the Dream” embodies a fearlessly independent mindset – changing the game not only for yourself, but for those around you. We see this as beyond sport because if you asked any of us that worked on this project we are living our dreams and that is what we want to get across to the next generation because we know everyone can’t be a Kawhi but so many could be one of us and have a meaningful career at a brand.
Community Engagement
As part of this project we partnered with The Boys & Girls Club an organization we work with on numerous projects throughout the year. By partnering with them we want to keep the conversation going and connect Kawhi as a positive vehicle for inspiring change. The event is called Dreamer’s Day and it will be an opportunity for the kids to learn about what inspired KL to chase his dreams. Although this may seem small, it is purposeful and set up as a small and intimate event because although it is happening in Feb, these types of engagements will continue throughout the year in various ways to continue to strengthen our connection to community through sport. As you know as a brand we don’t often talk about the efforts and initiatives we have under way in this regard and know that is an area for us to improve.
Seeding & Messaging:
Inspiration Packs were sent out to all of athletes not just our African American athletes. The focus is for them to share and engage in their communities and on social to amplify the celebration. Kits were sent to our athletes globally.
African American Creative Sportlight:
We commissioned an African American Graphic artist to do the work on the Basketball graphic Tee within the collection. The footwear & apparel were concepted and designed by African American associates within the company and was an opportunity to highlight talent within.
