Sportswear brand Actively Black is the latest to ink a NIL deal with North Carolina women’s basketball player dejakelly25.
“Actively Black is changing the game in sports apparel as an unapologetically Black brand, and I’m excited to join their team as a partner,” Kelly said in a statement. “As both a Black woman and an athlete, it’s important to me that my work on-and-off the court serves as a blueprint for the next generation of Black youth and, in particular, Black girls coming up after me, so I’m humbled to partner with a brand that is also committed to uplifting our community.
Smith launched Actively Black in 2020 with a mission to support the Black community. The brand offers activewear and accessories for men, women, children and in genderless options, including T-shirts, joggers, hoodies, tank tops and shorts. “It’s important to me to empower Black female talent,” Smith said. “I wanted someone that embodies what the brand represents. “My niece used to play against Deja in middle school so I’ve seen her talent for a long time. I reached out and she loved it.”
“But I hid myself,” Smith said. “Being a Black man in America, I had fear that if people knew a Black man was behind Active Faith then it would negatively affect the business. I did customer service and the customer said, ‘You sound like you’re Black’ and then demanded a refund. I would have discussions with partners and as soon as I walked in the door, I could see a change on their faces and the conversations changed.
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