Source: UA Newsroom
In 2019 I celebrated the hiring of Tchernavia Rocker at Under Armour in the following post:
Tchernavia Rocker Joins Under Armour at a Symbolic Time | Project + Exec – ARCH-USA
I’m sharing a post written by Rocker in the source link because Under Armour, who I have to always reiterate isn’t even close to cracking the case on how to move Black sneaker enthusiasts to the brand, is doing more amazing work for the community. This isn’t to say that Nike and adidas aren’t doing work in the community. adidas is working with Pensole on schools in Los Angeles. Nike has committed funding to programs for Black folks. Both of those companies have always been at the core of sneaker culture for Black people. There is an illogical and irrational loyalty to those brands by Black folks in many ways that is akin to a family relationship.
Under Armour, however, remains the brand of hunters, patriots, and soccer moms. Their demographic is primarily white. This isn’t by choice. Throughout the years the brand has attempted to crack the athleisure code, create cool by working with ASAP Rocky and they’ve done influencer shows with social media stars like B-Dot. Through all this, the reach towards a more diverse consumer base bounces off of UA’s shield like a basketball on the hardwood. This doesn’t appear to be phasing the team as they have decided to make Morgan State more than just a sponsored program. Rocker breaks down a more involved investment into the Morgan State Partnership:
Our expanded partnership with Morgan State will unfold across three key areas:
- In the classroom: UA will launch a Career Combine for 50 freshmen, sophomores or juniors at MSU where they will learn from top UA talent in fashion, design, retail and business. Students will compete in the Combine case study competition for a chance to win one of five $10,000 scholarships for the 2022-23 academic year. The Career Combine will kick off in March 2022.
- On the field: Excellent student athletes need excellent coaches. Under Armour will provide coaches at MSU access to the UA Coaches Armoury, an exclusive virtual space to equip them with the tools they need to develop athletes using well-tested methods to drive the best human performance.
- On the job: UA will also reserve at least two internships this summer as part of the UA Rookie program for MSU students. We are also committed to this effort beyond the MSU internships, where HBCU students will represent over 15% of our Rookie class for Summer 2022. These students will also be given additional mentoring by UA teammates.
Why Is This Important?
Reparations. Angry White People hate seeing this word. This is a generalization and it’s uncomfortable, but I don’t work for anyone so I can say this without any repercussions. White people and some Black people and other cultures don’t understand or see why Black folks need programs to assist us in gaining access to jobs, education and all opportunities. People assume that Black folks should be able to pull themselves up by their bootstraps.
This is a post about race. White people, don’t be lazy or scared, it’s important that you get some perspective because you control things. I know it sucks to read this statement because there are White people who have failed to use their advantages and privilege, but this doesn’t mean that privilege doesn’t exist. Enter into this post understanding that the history of this country places most people who aren’t White at a distinct disadvantage. Also recognize that the lack of heritage for Black people places us at a distinct disadvantage to other races.
What do I mean by this, and what does it have to do with sneakers and Under Armour? At the root of life is affiliation and belonging. This is the foundation of neighborhoods and culture. When people know where they are from, life moves in a different manner. Most Black families can only trace their roots to slavery. The lack of identity contributes to isolation, desperation, and depression. For most people who identify as Black, they are only a few generations from slavery which completely destroyed the Black family but consider the ramifications of Jim Crow and race policies and most Blacks are one generation removed from the fractured family structure.
When you consider the decade where most White folks feel that Blacks folks gained a chance to become equal, the sixties, the Korean and Vietnam Wars fractured Black families just as much as racist government policies. Now think about the reality that the parents of my generation came from this broken society and maybe you understand why pulling one’s self up by the bootstraps is an almost impossible task. Read this article from Time Magazine to really understand the depth of issues Vietnam fostered.
The fact that I became educated is a miracle. This goes for other 80’s and 90’s kids. Consider the decimation of any progress in the Black community due to the Iran Contra scandal and the intentional placement of crack cocaine into Black communities and the situation for Black people becomes clearer, although most White people will still argue that enough time has passed, and opportunities are plentiful.
Stop arguing this White people, and yes I’m talking to you directly because what you want to believe is that there is a level playing field without acknowledging redlining, tax revenue for schools and the reality that most businesses are owned and operated by White people who have a distorted view of Black people because of media and the lack of interaction with Black folks.
I’m getting to sneakers, but I have to say this, stop using the exceptions as the rule. Stop using me and other Blacks who miraculously figured this shit out as evidence that others are lazy or just not willing to do anything. When White and Black people are placed at the same starting line of poverty, with all things equal, Blacks are still less likely to move out of their impoverished situations. For detailed research, please click through and read this Brookings research.
You came here for why what Under Armour is doing is important. Any work by brands for any group is important, but Blacks folks suffer from a different issue. I’m fully aware that there are poor White people, but I’m using Brookings research to explain that even the poorest White person is more likely to move out of their impoverished situation than Black folks.
The generation of Black men who are the fathers of the current talent pool of employees was severely shaped by crack cocaine in the 80s. If that’s not clear, this is me being a dad with kids who are 20 and 14. Crack decimated my community, not long after the Vietnam War decimated our communities, which was in the same decade that Black people earned the right to vote!!!!
But here is why I’m speaking to White folks on a post about Under Armour. If the government isn’t going to provide reparations, then it’s up to businesses who want the Black dollar to offer assistance and programs. For those who think this is unfair, I want to give another example. When you compare the treatment of White folks and the Opiod Crisis today it shows how poor White people are treated vs poor Black people. Crack cocaine completely destroyed the Black family in the 80s and 90s. The effects linger. The Opiod Crisis which isn’t equivalent to crack, but it’s pretty damn bad, has seen White people not placed in jail, but intervention and drug programs and rehab are being assigned. It sucks to hear, but White folks you gotta hear it.
I say all of this to state that White folks who wear UA hunting gear and US Flag gear, don’t be pissed that UA is supporting Black folks. Be happy. The sooner this country and its businesses provides more opportunities, the sooner it will be able to actually say that things are equal, but we aren’t even close.
Whew… This went left really fast, didn’t it? Happy Black History Month 2022. Kudos to Under Armour.