“Create With Purpose” Spotlights Women-led Activism And Black Women In Adidas Sportswear Design
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By Cassell Ferere originally published on Forbes.com
Black women in sportswear design have often been overlooked or underrepresented in mainstream narratives, giving more lane to the aesthetics. Adidas is shifting the spotlight onto these trailblazers with its new documentary series, "Create with Purpose." This series, produced as part of the Adidas' Honoring Black Excellence (HBE) initiative, celebrates the contributions of nine revolutionary Black women in their communities.
Premiered during Black History Month and leading into Women's History Month, the "Create with Purpose" documentary series consists of four short films, each highlighting the journey and achievements of these remarkable women in fostering positivity within Black communities. From February 29th to March 10th, viewers are introduced to a diverse group of honorees, each leaving an indelible mark in their respective fields.
Under the guise of Adidas’ Honor Black Excellence, honorees were featured in all their diligence, led by the series’ director and Tribeca alumni, Vashni Korin. The series opened with the story of Wanda Cooper-Jones, who founded The Ahmaud Arbery Foundation. Cooper-Jones created safe spaces for Black boys and teens to engage in physical activities freely while promoting mental and physical wellness.
Following Cooper-Jones is the dynamic duo of Stephanie Smiley, known as the "First Lady of the Drew League," and her daughter Chaniel Smiley, Head Commissioner of the Drew League, a pro-am basketball organization fostering camaraderie in South Central LA. The local basketball league has been a pinnacle of the community and has been kept afloat through the efforts of the Smiley ladies. Also featured is Dr. Nikole Roebuck, the first woman Director of Bands at Grambling State University, showcasing her leadership in the renowned Tiger Marching Band. Notably, the Tiger Marching Band performed with Beyonce on her tour and collaborated on merchandise through Adidas with the band in 2019.
The series concludes with Cheresse Thornhill-Goldson, Eliya Jackson, Ashley Comeaux, Precious Hannah-King, and Kimberly Shane, who are breaking barriers in athletic sneaker design and paving the way for future generations through their work with the Black Talent in Design & Fashion Fund. Thornhill-Goldson, Jackson, Comeaux, Hannah-King, and Shane made history as pioneering Black women in the footwear industry. Hailing from Miami, these individuals are among the first Black women to design athletic sneakers for industry-leading brands.
Their work marks a significant milestone in design representation while inspiring young and aspiring Black designers worldwide. Partnering with the Black Talent in Design & Fashion Fund, they are actively working to create access and opportunities for the next generation of Black designers. Through their collaboration and dedication, they are breaking barriers and paving the way for greater diversity and inclusion within the fashion and design industries.
Cheresse Thornhill-Goldson, Adidas design director of design education and growth, recalls her journey to the sportswear world, “Growing up in South Florida, I was always a creative kid. A bunch of arts and crafts all over the place - I played basketball as well. Having all of those pieces come together [into a] moment [where] I can design sneakers.”
“I had a supportive family. The magnet program in South Florida was also a pathway for me to get on the train and in the pipeline. It was a straight shot to [Nike] where I started my career.”
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