adidas Cultivate & B.L.O.O.M. Amplifies Black and Latinx Entrepreneurs

At the beginning of 2022, adidas debuted its latest social program, Cultivate & B.L.O.O.M. (Building Legacies Out of Movements) — an initiative that gives entrepreneurs of color the tools and resources they need to succeed. To expand on Cultivate & B.L.O.OM.’s mission, adidas now commits to elevating, funding, and co-creating with entrepreneurs that are changing their communities. Adidas hopes to further close the opportunity gap that exists for Black and Latinx social entrepreneurs by accelerating their growth and helping them to maximize their impact.

Through a careful selection process, adidas has chosen eight Black women and social entrepreneurs to participate in the first-ever Cultivate & B.L.O.O.M. cohort. The cohort began in July 2022 and will graduate in March 2023.

For adidas, it was important that Black women be the focus for the first Cultivate & B.L.O.O.M. cohort being that Harvard Business Review reported that 17% of Black women are in the process of starting or running new businesses, compared to 10% of White women, and 15% of White men. Despite this early lead, only 3% of Black women are running mature businesses.

“At adidas, we are committed to changing lives through sport, and are excited about the opportunity to– through Cultivate & B.L.O.O.M.– start to address and remove systemic barriers Black & Latinx community change-makers on the rise face. This is just the beginning, with so much more to do.”

Ayesha Martin, Senior Director Purpose, Communities & Social Impact at adidas

During the nine month program, the entrepreneurs have access to a tailored portfolio of resources and opportunities from within and outside of the adidas network that will help them to accelerate their business. These resources include a $100,000 grant, access to industry experts, mentorship, office hours workshops, fireside chats with CEOs and creatives, and visibility into adidas’ partners.

After graduating from the program, participants become a partner in the “Innovation Network”, a network of social impact partners that seek to drive forward change within their communities and organizations. This portfolio of partners will enable adidas to continue strengthening the diversity of our partnership network, increase our reach within key markets and deepen our relationships over time. In addition, each cohort member is also plugged into the adidas Community platform and given a 1-year subscription to Ureeka, a small business growth engine.

The next adidas Cultivate and B.L.O.O.M. cohort will kick off in 2023 and be dedicated to empowering Latinx social entrepreneurs. The cohort application period will open in June. To participate, entrepreneurs must be at a company or organization that’s based in Portland, within early-stage development (first 1-3 years), and have at least one Black and/or Latinx founder. Adidas also asks that the applicants have a purpose that is aligned with equality and safety in sport, at the intersection of community and creativity.

Check out the first adidas Cultivate & B.L.O.O.M. cohort below:

• Annya Santana, Hood Health: Hood Health’s the first media platform and lifestyle brand at the intersection of health, wellness and culture. A rare space that focuses on inclusive, practical, functional wellness of people of color through thoughtful, educational, entertaining content where nutritional, physical, mindful wellbeing and culture collide. IG: @hood_health
• Briana Thompson, Spiked Spin & Wellness Co: Briana launched Spiked Spin & Wellness Co in 2016 to diversify the state of health and wellness by creating classes and resources for Black women and allies to feel seen and supported. Spiked Spin has since grown its ridership to over 4,000 people in NYC and offers indoor cycling, Pilates, yoga, nutrition guides and monthly group mental check-in sessions with licensed therapists and psychologists. IG: @spikedwellness
• Corinne Milien, WRK: Corinne founded WRK, a talent sourcing firm specializing in connecting sports, media and entertainment companies with a community of qualified talent, to eliminate bias and barriers for those historically excluded from traditional hiring practices. Her infectious energy towards “doing good” for others and ultimately paying it forward is helping to level the playing field for all. IG: @lets.do.wrk
• Elisa Shankle, HealHaus: Elisa merged her passion for integrated mindful and holistic approaches to wellness with her passion for design to create HealHaus, a one stop shop for diverse healing services, available at its Brooklyn flagship location or through an online subscription-based membership or workplace program. IG: @healhaus
• Jasmyne Spencer, The Black Women’s Players Collective: Serving on the executive board of BWPC, a nonprofit created by the Black players in the National Women’s Soccer League to advance opportunities for Black girls in sport and beyond, Jasmyne helps elevate the image, value and representation of Black women as athletes and leaders across industries. IG: @blackwplayercollective
• Lauren Spearman, R&BYoga: Noticing a lack of diversity in the yoga community she was so passionate about, Lauren created R&B Yoga to break down barriers to yoga for those who’ve previously not felt included in the community. By blending upbeat, modern music with beginner-friendly techniques, the classes encourage body positivity and make fitness accessible to all in a welcoming, lighthearted and fun environment. IG: @rnbyoga
• Sinikiwe Dhliwayo, Naaya: Sinikiwe is committed to using wellness as a means to make society more equitable and just, which led her to found Naaya. By highlighting practitioners and instructors of diverse backgrounds and bodies, Naaya is disrupting the status quo of the wellness industry, helping change the wellness narrative from exclusive to inclusive and creating safe spaces for BIPOC folks to exist as the fullest expression of their humanity. IG: @naaya.wellness
• Wanda Jones, The Ahmaud Arbery Foundation: Committed to honoring her son, Ahmaud Arbery, she created the Ahmaud Arbery Foundation to empower, serve and affirm Black boys on their journeys towards mental wellness. IG: @ahmaudarberyfoundation