This article was published on trueafrica.co
Pharrell Williams is known for his many fashion collaborations, from G-Star to Billionaire Boys Club to Chanel, but his partnership with adidas, which began in 2014 with a slick line of Stan Smith sneakers and track jackets signalled a deeper collaboration ahead.
Last week, adidas and Pharrell launched “Don’t Be Quiet Please,” a New York City-wide campaign celebrating the music producer’s love of tennis and belief in social action. This is a clever activation inviting New Yorkers to make all sorts of pledges, and several New York City tennis courts will be restored through the campaign.
Two of the notable partners are non-profit organisation Horizons and Brooklyn-based kids tennis club Court 16, who will work with Pharrell and adidas to establish a scholarship for children. As the US Open enters its final days, Court 16 founder Anthony Evrard said, “this robust tennis experience will foster the cultivation of values and benefits rooted in tennis that these 25 children will benefit from their entire lives: discipline, fair play, focus, self-assurance, and an active, healthy lifestyle – this includes a healthy mind.
Partnering now with adidas and Pharrell’s strong belief that sports can serve as a conduit for positivity rings especially true for me, and is one of the reasons I created Court 16. Providing children with the tools to build social fluency and confidence cannot be overstated; it gives them the power to believe in their own voices, empowering them to inspire change through love and unity”.