Jordan BLM
Jordan BLM
Jordan BLM

Sneaker Brands Donating Big Towards the Fight Against Racism

The sneaker industry has been unwavering in their condemnation of the treatment of George Floyd by Minneapolis Police, as well as the systemic racism which is still evidently rampant within the United States and beyond. You’ve seen the passionate responses – ours included – but many of the big players have also opened their chequebooks to further support the fight for equality and social justice.

Michael Jordan and Jordan Brand have headlined the wave of financial donations with a $100 million pledge, stating:

‘Black lives matter. This isn’t a controversial statement. Until the ingrained racism that allows our country’s institutions to fail is completely eradicated, we will remain committed to protecting and improving the lives of Black people.’

His Airness has been backed up passionately by a star-studded support cast fighting for the common goal of societal change.

The Jumpman's $100 million donation will be spread out over the next 10 years, with funds going to organisations that are dedicated to ensuring racial equality, social justice, and greater access to education.

Adding to the funds from Jordan Brand, Nike and Converse have announced $40 million to support the black community in the United States.

'Systemic racism and the events that have unfolded across America over the past few weeks serve as an urgent reminder of the continued change needed in our society. We know Black Lives Matter. We must educate ourselves more deeply on the issues faced by Black communities and understand the enormous suffering and senseless tragedy racial bigotry creates,' said John Donahoe, Nike CEO.

Adding to their donation, Converse have also signed WNBA star Natasha Cloud who, aside from her prowess on the court, is known for using her platform to speak out against the racial injustices that are killing Black people in America, while also advocating for equality for women and the LGBTQ+ community.

To coincide with Global Running Day, New Balance have donated 10,000 pairs of shoes to Black organisations in the greater Atlanta area in memory of Ahmaud Arbery, who was murdered while jogging in Glynn County, Georgia.

PUMA have also contributed an unspecified donation to the Minnesota Freedom Fund, a non-profit organisation that uses donations to pay criminal bail for those who can’t afford it.

Meanwhile, FILA announced via Instagram that they'd donate $100,000 to Black Lives Matter, encouraging followers to 'take the necessary steps alongside us for a more equal and just tomorrow'.

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We are taking the following steps to actively fight against racism. We also want to share how we are doing our best to listen, learn, and become better allies. HOKA, with our family of brands at Deckers, have come together to make a donation totaling $500,000 to the NAACP (@naacp), the NAACP Legal Defense and Educational Fund (@naacp_ldf), the ACLU Foundation (@aclu_nationwide), the Center for Constitutional Rights (@ccrjustice), the Tides Foundation in support of the Black Lives Matter Support Fund (@blklivesmatter), and the Boston University Center for Antiracism Research (@antiracismctr). These organizations advocate against systemic and overt racism, provide direct relief to communities of color affected by institutional racism, and provide educational resources for those learning about allyship. HOKA and Deckers are also committed to addressing representation and diversity in our own workforce by evaluating and improving our internal practices, investing in education for our employees, and continuing to build a more inclusive workplace. We are committed to addressing and working through the steps necessary to create a more equitable future. We have also compiled a guide to help us on our journey towards allyship and anti-racism (available at our link in bio). This guide is a compilation of resources from authors, experts and allies committed to uplifting the Black, Indigenous, People of Color (BIPOC) community. This is not a comprehensive list, but it is a starting point. We are always looking to grow this list, and encourage you to seek more information for yourselves. We humbly recognize this is just the start. But we are committed to doing our part. Because we know we fly higher when we fly together. It’s time to do better. It’s Time to Fly – together. #blacklivesmatter #timetofly

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It's not just the big players who are assisting in the fight, HOKA ONE ONE parent company Deckers have shown their support in the fight for social justice by donating $500,000 to multiple organisations championing the #BlackLivesMatter movement.

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The movement has also been supported by giants from the streetwear world, with the likes of Supreme, Palace, A-COLD-WALL*, Fucking Awesome, and Off-White's Virgil Abloh, all making sizeable financial pledges towards various charities fighting for right.

While the support from the sneaker industry has been encouraging, it's still up to the people and the powers-that-be to take significant steps to effect change at all levels. We're imploring you to continue supporting the protest movement by signing a petition or donating to a charity. A comprehensive list of resources can be found here.

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