Adidas ‘Create With Purpose’ Spotlight Activism And Black Women Design

Black women in sportswear design have often been overlooked or underrepresented in mainstream narratives, giving more lane to the aesthetics. Adidas is shifting the spotlight onto these trailblazers with its new documentary series, “Create with Purpose.” This series, produced as part of the Adidas’ Honoring Black Excellence (HBE) initiative, celebrates the contributions of nine revolutionary Black women in their communities.

Premiered during Black History Month and leading into Women’s History Month, the “Create with Purpose” documentary series consists of four short films, each highlighting the journey and achievements of these remarkable women in fostering positivity within Black communities. From February 29th to March 10th, viewers are introduced to a diverse group of honorees, each leaving an indelible mark in their respective fields.

Under the guise of Adidas’ Honor Black Excellence, honorees were featured in all their diligence, led by the series’ director and Tribeca alumni, Vashni Korin. The series opened with the story of Wanda Cooper-Jones, who founded The Ahmaud Arbery Foundation. Cooper-Jones created safe spaces for Black boys and teens to engage in physical activities freely while promoting mental and physical wellness.

Following Cooper-Jones is the dynamic duo of Stephanie Smiley, known as the “First Lady of the Drew League,” and her daughter Chaniel Smiley, Head Commissioner of the Drew League, a pro-am basketball organization fostering camaraderie in South Central LA. The local basketball league has been a pinnacle of the community and has been kept afloat through the efforts of the Smiley ladies. Also featured is Dr. Nikole Roebuck, the first woman Director of Bands at Grambling State University, showcasing her leadership in the renowned Tiger Marching Band. Notably, the Tiger Marching Band performed with Beyonce on her tour and collaborated on merchandise through Adidas with the band in 2019.

The series concludes with Cheresse Thornhill-Goldson, Eliya Jackson, Ashley Comeaux [product design leader], Precious Hannah-King, and Kimberly Shane, who are breaking barriers in athletic sneaker design and paving the way for future generations through their work with the Black Talent in Design & Fashion Fund. Thornhill-Goldson, Jackson, Comeaux, Hannah-King, and Shane made history as pioneering Black women in the footwear industry. Hailing from Miami, these individuals are among the first Black women to design athletic sneakers for industry-leading brands.

Their work marks a significant milestone in design representation while inspiring young and aspiring Black designers worldwide. Partnering with the Black Talent in Design & Fashion Fund, they are actively working to create access and opportunities for the next generation of Black designers. Through their collaboration and dedication, they are breaking barriers and paving the way for greater diversity and inclusion within the fashion and design industries.

Cheresse Thornhill-Goldson, Adidas design director of design education and growth, recalls her journey to the sportswear world, “Growing up in South Florida, I was always a creative kid. A bunch of arts and crafts all over the place – I played basketball as well. Having all of those pieces come together [into a] moment [where] I can design sneakers.”

“I had a supportive family. The magnet program in South Florida was also a pathway for me to get on the train and in the pipeline. It was a straight shot to [Nike] where I started my career.”

Precious Hannah-King reminisces, founder of Mister OK Essentials, “Growing up, before I knew what a sneakerhead was, my aunt was a sneakerhead. She has 453 pairs of shoes. I would sit there and look at her shoes and say, ‘One day, I’m going to do that.’ Going to magnet [school], junior high, and then ending up at Dash, and then being in class and getting introduced to Kim [Shane] and Cheresse [Thornhill-Goldson] It was like, woah. Something that I told my auntie I was going to do. That’s what started it for me. And then they closed the gap.”

“Sneakers were never really fashion [to me]. I looked at sneakers as a product because we’re using [them] functionally. Talking to them [Kim and Cheresse], it’s a product! And then being in high school with Ashley [Comeaux] and just watching her levitate through the hallways, learning more about sneakers.”

Kimberly Shane, a design consultant for Adidas, explains her experience, “Going back to the ’90s there was such a lack of exposure. I was a hip-hop head. I was just all about it. I was all about the culture, all about the music, the fashion, the cars, the clothes. But like the rest of the ladies, I [attended] a magnet school. I started in 4th grade, and there was a young man who came to our class, and he talked about cars.”

“I was still trying to figure out what is it that I’m going to do with this talent. Then when he came to the class, he started talking about the cars and the work that he did, I was just like, okay. That’s it. I’m going to [design] cars.”

“I went to college for car design and I received an internship – the 1st freshman to receive an internship at Ford. One of my mentors there exposed me to another opportunity, which was footwear. It’s why it’s such a big mission of mine to expose the possibilities to [younger] people because they have these gifts and talents, and they don’t know exactly what they wanna do with [them]. I think that’s why this document is gonna be excellent for them,” Shane suggests.

“I shifted my focus to footwear design and Adidas was the place where I received my first opportunity. Cars are just shoes without wheels.” she details with delight.

Eliya Jackson is an assistant footwear designer, a part of the S.E.E.D. program at Adidas, and has been offered a grand opportunity among the group of ladies in design. Although her story is still in its early development, it speaks to how the efforts of reaching back have garnered new talent for the future of the Adidas brand and in design in general.

“I took industrial design in 10th grade – sketching backpacks and tables wasn’t really for me,” Jackson recalls. “I really loved sketching shoes. And when Cheresse [Thornhill-Goldson] was my teacher in high school, she came to class with her bag full of sneakers. I feel like that was the inspiration point for me. I took sneaker design really seriously in terms of trying to get better and seeing if it’s something that I could pursue.”

She continues, “I did the Pensole competition in 2018. And that competition – honestly – I was just doing it to get a grade. I remember I had to do a sneaker. I was not great at doing sneakers at that point, but I did it.” Jackson would gain approval and encouragement from her teacher and mentor Thornhill-Goldson.

“When I did the Pensole competition, I went to Portland and I won 1st place,” Jackson remembers. “That was my moment, and I literally did not stop sketching sneakers. My brother is a huge inspiration for me as [he is] a fine artist, growing up, and he [attended] magnet in high school and my parents were receptive to that. I would have no problem convincing them that this was something that I wanted to do. They were all for it [with] no doubts that I could become what I said I wanted [be].”

Throughout this documentary series, viewers can gain further insight into these women’s personal journeys and motivations. From their early inspirations to the challenges they faced, each honoree shares their unique path to success. One common thread among them is the unwavering support of their communities and the determination to defy societal norms and expectations through adversity in many forms.

The “Create with Purpose” series not only celebrates the achievements of these nine Black women but also highlights the importance of representation and diversity in the fashion and sportswear industry. By sharing their stories, Adidas aims to inspire future generations of designers and creators to pursue their passions with purpose and resilience. Through initiatives like HBE, the brand continues to champion inclusive conversations and talent recognition for all voices in the creative landscape.