Sneaker brands have long attempted to celebrate the rich, but underemphasized legacy of Blacks in America. I’ve always thought that turning a history that isn’t taught enough to Americans into a product was problematic. After a giant misstep by adidas in 2019, the Three Stripes stepped away from promoting a collection. This year they have returned with the HBE Initiative.
Acknowledging this fact and the pivotal role of the Black Community, we sought to create Honoring Black Excellence (HBE), an initiative dedicated to recognizing the achievements of Black individuals year-round. The program relies on three fundamental pillars:
1. Providing under-served youth with access to skill development, mentorship and sport resources by connecting and unlocking opportunities in partnership with our local communities, non-profit partners and creator network.
2. Creating visibility by using our brand platforms to hero the stories of changemakers that are striving to make positive impact in their communities.
3. Holding ourselves accountable to shape a more inclusive narrative that aims to shift mindsets, helping to overcome harmful stereotypes with powerful stories of black excellence.Often initiatives around black excellence focus on history rather than the present or future. Honoring Black Excellence is about acknowledging, appreciating and celebrating Black leaders who are here with us right now, driving change for today and a better tomorrow.
Links in this video:
https://news.adidas.com/creating-lasting-change-now/honoring-black-excellence/s/75c5e3d7-ba3f-4e98-88ab-02f37cbaa37d
https://www.usatoday.com/story/money/2019/02/05/adidas-pulls-white-black-history-month-sneaker-after-twitter-slams/2780496002/
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