When we speak about historical happenings, especially regarding the countless statements and impacts, you cannot leave out what HBCUs have continuously offered in relation to the narration and culture of Black people. As such, brands like Nike have dedicated themselves to deepening. It is a long-standing association, especially regarding the next generation of successful athletes. Nike has decided to celebrate the achievement of up-and-coming athletes and game-changers by announcing their 2021 HBCU Yardrunners and their second class.
Originally curated by the minds of HBCU alums from ideation to achievement, this effort is designated to shine a light on the Black community by financing and producing programs for athletes to grow and amplify their voices while telling their stories. The Yardrunner series, established in October of 2020, is Nike’s program for commemorating the educational enrichment of HBCU scholars and even alumni.
The Yardrunners program celebrates the accomplishments of HBCU alumni within the world and the talent of sports. The range is authentic with this diverse group of student-athlete alums. Especially within the female class, the star power is unstoppable, just like these fierce ladies. Among them are history maker Brehanna Daniels, the first Black Female Pit Crew Member in Nascar History representing Norfolk State University, and Dominique Pierre, a female jockey who helped lead her alma mater Delaware State University to MEAC’s year after year. These individuals represent the prospect of competition on and off the courts and fields, which ignited fire into the creative teams to start the campaign in the first place. Why? Because while these alums all had an impact on the game, they are now Doctors, Entrepreneurs, Scientists, Actors, and Marketing Professionals.
While operating in such sensitive times, Nike knew they needed to be super intentional about who implemented and rolled out the campaign. So, they enlisted the guidance of HBCU Grads to amplify the stories they resonated so well with. First, tapping into League Twenty-Two, founded by Howard University alum Ashley Henderson and operated by her team full of Black creatives. And behind the scenes doesn’t stop there. HBCU Buzz and J. McKee and Co, both black-owned and HBCU managed companies, have been doing behind the scenes to tell inspirational stories.
But the actual flowers in this story come from knowing that HBCUs are making their mark on the world and receiving representation from a multi-million-dollar brand. The immense pride and consciousness that goes into knowing you can find your school paraphernalia on a mainstream website and in malls and not just small boutiques and at football games is a giant step in the right direction towards normalizing HBCUs and the unique experiences they offer.
While all 107 HBCUs have gear designated on the Nike platforms, some of the larger, more known schools include Morehouse, Spelman, North Carolina A&T, Howard, and FAMU. Talk about HBCU Pride.
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