From a powerful “For Once, Don’t Do It” message to a charitable $40 Million over four year donation, the entire Nike umbrella is going to great lengths to support the cause. And now only hours after the initial announcement, Jordan Brand and Michael Jordan are going a step further as they commit $100 Million over the next ten years to various organizations dedicated to “ensuring racial equality, social justice, and greater access to education.

“Jordan Brand is us, the Black Community,” the brand states. “Jordan Brand is more than one man. It has always been a family. We represent a proud family that has overcome obstacles, fought against discrimination in communities worldwide and that works every day to erase the stain of racism and the damage of injustice. The will, the work, the excellence the world has come to know is the result of one generation after another, pouring their dreams into the next.”

“Black lives matter. This isn’t a controversial statement. Until the ingrained racism that allows our country’s institutions to fail is completely eradicated, we will remain committed to protecting and improving the lives of Black people,” they go on to state.

While they’ve made strides with their existing Jordan Wings initiative, the donations aim to support powers far outside of their current reach. While education, mentorship, and opportunity for Black Youth is still of utmost importance, the imprint acknowledges that they can do much more. “We must join forces with the community, government and civic leaders to create a lasting impact together,” said Craig Williams, President of Jordan Brand. “There is still more work for us to do to drive real impact for the Black Community. We embrace the responsibility.”

If you’re looking to make a donation of your own — however small — check out our Resource Page.



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