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adidas is stepping up its commitment to empowering Black communities, with a focus on Black women professionals, Detroit’s youth, and Black entrepreneurship. The sportswear giant made a significant impact at the 5th annual Black Footwear Forum (BFF) held at Pensole Lewis College.
Partnering with Industry Education (i.e.), adidas aimed to equip Black women professionals with the tools needed for wellness and career growth. A key moment from the event was the Black Genius Panel, moderated by i.e. Founder and adidas S.E.E.D. Co-Founder Jessica Smith. The panel included influential leaders such as Footwear Designer Daziah Green, Black Being Executive Director Alli Simon, and Black Ambition CEO Felecia Hatcher. Discussions focused on strategies to achieve professional success without sacrificing well-being.
The event’s BE WELL. BE YOU. Workshop also stood out, offering tailored wellness sessions for women and non-binary attendees. Additionally, i.e. awarded three grants to attendees, with adidas and Black Being matching the amount, providing six recipients with personalized career coaching and wellness sessions.
Further supporting entrepreneurship, adidas partnered with Black Ambition for the No Pressure Pitch Competition, offering over $30,000 in prizes for Detroit-based startups. Contestants pitched their ideas in just one minute, with feedback from an expert panel that included adidas SVP, General Manager Daniel Cherry III, and Dr. D’Wayne Edwards, Founder of Pensole Lewis College.
The youth of Detroit also benefited from adidas-led creative workshops and panels. Rapper-singer Kari Faux visited local schools for Q&A sessions at the adidas Sound Labs, while the adidas S.E.E.D. team mentored students in footwear design at Cass Technical School.
In a major highlight, adidas launched its Business Track program at BFF, partnering with Pensole Lewis College to introduce young talents to the sport industry.
The first collaboration will see Detroit retailer Puffer Reds co-create a shoe for release in 2025.
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