adidas is thrilled to announce the launch of its 2025 Honoring Black Excellence (HBE) program, a bold and dynamic celebration of Black brilliance, resilience, and creativity. This year’s program takes a profound step forward, weaving together powerful content, community activations and grants, and storytelling experiences that will unfold throughout the year, each illuminating the remarkable impact of Black visionaries who are shaping our culture and communities.
adidas HBE 2025’s theme amplifies the indomitable force of creativity and unity, spotlighting the transformative contributions of this year’s Honorees including Quilters of Gee’s Bend, Jaycina Almond, and Sekou Thornell. These extraordinary Honorees are more than just creators—they are catalysts of change, driving innovation and forging pathways for the future while honoring the pastl—serving as a testament to the unbreakable link between individual vision and collective strength.
The Quilters of Gee’s Bend are the first honorees to be spotlighted in this year’s Honoring Black Excellence (HBE) program, standing as living proof of art’s power to reshape history. To honor their unparalleled contribution to culture, adidas HBE has premiered a short-form film that explores how through their artistry, they have stitched together a vibrant tapestry of stories, traditions, and ideas that transcend generations. The film was brought to life by Rog & Bee Walker, the multidisciplinary creative duo and founders of iconic visual storytelling studio, Paper Monday.
adidas HBE also donated a community grant to Sew Gee’s Bend Heritage Builders, the Quilters' non-profit organization, to ensure their rich legacy of artistry, storytelling, and cultural preservation continues to thrive for generations to come.
In a groundbreaking fusion of sport and cultural heritage, adidas unveils a limited-edition NCAA basketball jersey collection inspired by the Quilters of Gee’s Bend. These jerseys reflect the vibrant colors, intricate patterns, and profound storytelling embedded in their quilts—blending cultural artistry with the spirit of the game. A selection of jerseys are available for purchase on adidas.com, with a portion of the proceeds directly supporting both the Quilters and adidas’ HBCU partners.
This past weekend, adidas proudly sponsored the HBCU Legacy Bowl in New Orleans, outfitting athletes in uniforms that honored the deep-rooted connections within the Black community. As part of the celebration, adidas Purpose commissioned the Quilters of Gee’s Bend to create five handcrafted 7ft x 7ft quilts for its HBCU partners—Alabama State, Alcorn State, Grambling State, Arkansas-Pine Bluff, and Prairie View A&M—each of which were woven from repurposed school and sports apparel. These quilts were presented to school representatives and student-athletes at the HBCU Legacy Bowl and will be displayed on each campus as lasting symbols of heritage and unity.
Stay tuned as adidas HBE continues its year-long celebration of Black excellence, honoring the legacies of Jaycina Almond, founder of the Tender Foundation, and Sekou Thornell, founder and creative director of Kitboys Club.
More About adidas Honoring Black Excellence (HBE) Born in 2019, Honoring Black Excellence (HBE) is an adidas initiative that recognizes Black community leaders and amplifies their work through impactful storytelling, giveback programs, and community activations. Rooted in co-creation, HBE is driven by the honorees’ efforts in their communities to uplift and empower the next generation of Black athletes and creatives.
More About the Quilters of Gee’s Bend The Quilters of Gee’s Bend have been celebrated for their innovative quilting tradition since the 19th century. Using bold patterns and recycled materials, their quilts tell stories of community, resourcefulness, and cultural identity. Their work has been featured in renowned institutions such as the Smithsonian and the Metropolitan Museum of Art, appeared on U.S. postage stamps, and continues to serve as a symbol of resilience and artistic excellence across generations.
More About the HBCU Legacy Bowl Presented by the Black College Football Hall of Fame, the HBCU Legacy Bowl is a premier postseason all-star game spotlighting the top NFL draft-eligible talent from Historically Black Colleges and Universities. Airing live on NFL Network, the event extends beyond the game itself, serving as a week-long celebration of Black culture and history while providing unparalleled exposure and opportunities for HBCU students.
