The Athlete’s Foot Launches StAART Program to Increase Black Ownership in the Sneaker Industry
The Athlete’s Foot (TAF) has launched the StAART program, short for Strategic African American Retail Track, to promote Black ownership in the sneaker retail industry. TAF’s new initiative seeks to address a longstanding disparity: while Black consumers and influencers drive sneaker culture, they are significantly underrepresented in ownership positions. Darius Billings, TAF’s Senior Director of Product and Marketing and the visionary behind StAART, explained, “We aim to bring equity into an industry that thrives on Black culture. Our goal is to increase Black ownership, which is a pathway to wealth and community empowerment.”
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StAART is designed to directly support Black entrepreneurs through the franchise model, offering access to resources, mentorship, and strategic partnerships. Notably, TAF has partnered with Citizens Trust Bank, one of the largest Black-owned banks in the United States, to provide capital and financial education. By addressing these key challenges, the StAART program aims to establish 50 new Black-owned franchises over the next five years, creating ripple effects in the communities they serve.
The inspiration for StAART arose from the social justice movements of 2020, which ignited discussions around the need for systemic change. Billings expressed that his work at TAF aligns with his personal commitment to effect change in an industry he loves. The program not only aims to support entrepreneurs but also seeks to cultivate interest among younger generations. In collaboration with the Atlanta-based Tantrum Agency, TAF has developed a curriculum for high school students, introducing them to career opportunities in the sneaker industry, from design to management. This educational outreach reflects TAF’s holistic approach to creating lasting impact and fostering diversity within its industry.
