Throughout its existence, PUMA has tapped Black athletes across basketball, running and football to promote its products. For Black History Month 2021, the German sportswear giant has teamed up with non-profit organization, Black Fives Foundation, to bring light to the oft-overlooked pre-NBA history of African-Americans.
Black figures have helped the National Basketball Association garner and maintain a global audience, but they hadn’t been allowed into the League until 1950 (four years after it formed). Since 2002, the Black Fives Foundation has been researching, preserving and showcasing Black history in basketball before the century’s halfway point. The partnership with PUMA will empower the organization in reaching a wider audience, as well as in developing related initiatives.
“I’m proud and honored to partner with PUMA toward making a meaningful, long-lasting difference,” said Claude Johnson, Founder and Executive Director of the Black Fives Foundation. The common mission is to highlight those “who helped pave the way for today’s game.”
In addition to events, research and the multi-use online Virtual Vault museum, footwear and apparel collections including the Foundation’s “Make History Now” slogan will roll out throughout the month.
To learn more about the partnership, click here.
For more Black History Month coverage, check out the New Balance “My Story Matters” capsule.
Black Fives Foundation x PUMA
Release Date: February 2021
Make sure to follow @kicksfinder for live tweets during the release date.
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