Jordan Brand president Craig Williams, The Whitaker Group’s James Whitner, designer and model Aleali May, and WNBA champion and Jordan Brand athlete Aerial Powers appear on Footwear News’ February issue’s front cover.
Footwear News’ Peter Verry sat down with the industry figures to discuss their efforts that improve and celebrate Black culture and the Black community.
Since becoming president in January 2019, Craig Williams’ passion and commitment to the brand and its mission of excellence hasn’t wavered. Just over a year of his role at the brand, the murder of George Floyd, the advocacy of the Black Lives Matter movement, and conversations about race, inequality, policing, and more quickly became critical conversations in society, social media, and even the brand.
In June, Michael Jordan and the brand announced a $100 million over the next 10 years donation to organizations that promote racial equality, social justice, and access to higher education.
“When we thought about the Black community commitment, it was to make sure that Black people in North America and the U.S. didn’t have to suffer the same level of racial inequality that existed in the past,” Williams told Footwear News. It’s a natural thing for us to sell sneakers and t-shirts, which is great, but we’re also interested in what that consumer is interested in every day because we reside in the same communities.”
In addition to the company’s commitment to the Black community, Jordan Brand has also prioritized messaging, endorsements, and products for women.
Jordan Brand’s women’s business grew by a 170% increase over the previous year.
“Women have been underserved in sneaker culture, and we believe we have a unique opportunity to put her first, to design products uniquely for her, to tell stories that are interesting to her, to build partnerships that makes sense for her and the way she views her place within this culture,” Williams said. “Women represents one of the biggest growth opportunities out there.”
In addition to collaborations with Aleali May, endorsements of WNBA athletes like Aerial Powers, the brand partners with creatives and retailers that push the brand’s mission and pursuit of greatness, like James Whitner and A Ma Maniére.
Last year, both the A Ma Maniére x Air Jordan 3 and the A Ma Maniére x Air Jordan 1 were not only successful releases but were also successful in relaying the stories of the Black community through the product, its details, and rollout.
“We partner with people who are like-minded, who believe they are special and want to contribute,” Williams said. “The good thing about partnership is that it benefits everyone. When we’re all successful, all boats float. And when we’re working together with purpose, the future will be even more promising than what we’re doing today.”
The entire conversation with Craig Williams can be read at Footwear News. Stay tuned to SoleSavy for more industry news.
(Images courtesy of Scrill Davis via Footwear News)
