Just over a year ago, News Primer, Inc., on behalf of Nike, Jordan Brand, and Converse, committed $ 40 million to support the black community. On the same day, Jordan Brand and Michael Jordan pledged $ 100 million.
While these long-term investments were built on support over many years (see box), the timing of the announcement was unique, says Karol Collymore, Senior Director of Inclusive Community for Social and Community Impact. “On May 25, 2020, when George Floyd was assassinated, that was something that changed everyone. Whether it was the people who actually saw what persistent inequality looks like or a catalyst to keep talking about systemic racism, none of us could look away, ”he says. “For News Primer, Inc. to step up and commit this money, it is important to be where we say we are going to be for the black community.”
In choosing the initial partners for the engagements, Collymore, along with an internal News Primer, Inc. team led by Craig Williams, president of Jordan Brand, asked where and how the company could be most effective. “We thought, ‘How do we want to appear? And not just at this moment, but over time? “Says Collymore.