Sneaker Companies Pimpin’ Black Folk In Honor of Black History Month – Are You Surprised?

Adidas “Black History Month” Ultra Boost 19 Sneakers

What the hell is going on? In a recent article in Footwear News, Adidas decided to launch a new pair of sneakers for Black History month. I guess the new Ultra Boost 19 has some relevance to the historic struggles of Black folk in this country. Did Harriet Tubman wear them when she was freeing slaves, did Martin Luther King have them on August 28, 1963 during the historic march on Washington, did Thurgood Marshall have them on under his supreme court robe?

This is just another attempt by big business to profit from and exploit the Black community. Now don’t get me wrong, I understand why these conglomerates continue to use tactics like this to sell us products. Studies show that we spend more money on Jordan’s, weaves, and many other frivolous products than any other ethnicity in the United States. Unfortunately, we have bought into the ridiculous narrative that we need to have these and other items to validate ourselves.

A recent quote attributed to Cheryl Grace, Senior Vice President of U.S. Strategic Community Alliances and Consumer Engagement, at Nielsen says – “Our research shows that Black consumer choices have a ‘cool factor’ that has created a halo effect, influencing not just consumers of color but the mainstream as well,” “These figures show that investment by multinational conglomerates in R&D to develop products and marketing that appeal to diverse consumers is, indeed, paying off handsomely.” The question is, for who?

The answer is simple Family. We have to stop being just consumers and make a concerted effort to become producers and to support Black-owned businesses. There are several platforms that help facilitate the support of Black-owned businesses such as and a new platform developed for Black freelancers We have to start teaching our children about the value of money, and how to invest in appreciating assets like real estate, stocks and bonds, and our own businesses, – not throwing it away on depreciating items like sneakers, clothes, and cars. Instead of standing in line for the latest Jordan release, we need to stand in line to educate ourselves about financial literacy and entrepreneurship. Until we take it upon ourselves to make a change, we are always going to be looked at as a people that can easily be separated from their money by shiny new toys.



For Black History Month, Adidas is honoring the celebration with exclusive Ultra Boost sneakers releasing soon.
Instead of utilizing the recently introduced Ultra Boost 19 that debuted last month, this special edition incorporates the classic uncaged variation of the lifestyle runner dressed in one of the more simplistic colorways to drop thus far.

The sock-like upper boasts off-white hues sans the 3-Stripes lacing cage seen on the sides while subtle purple, black and red accents are applied onto the eyelets on the medial sides. In place of the traditional plastic heel counter is a fabric construction featuring the Ultra Boost embossed branding around the back of the foot.

The standout feature is found on the custom insole, bearing a special CBC (Celebrating Black Culture) emblem with an orange basketball graphic at the center. Capping off the look is a full-length Boost cushioning midsole, which sits atop a contrasting Continental outsole.

As of now, the Adidas Ultra Boost Uncaged CBC is slated to arrive on and at select Adidas locations sometime next month. Retail pricing is set at $180. Check out our guide to the best Ultra Boost silhouettes that are available for purchase right now.


Jay Jones

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Jay Jones




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