Brand partnerships have been around for decades helping corporations and businesses thrive beyond their own reach. Of course the benefits of brand partnerships come with their share of challenges but when done right, they can elevate your business to conquer markets that may otherwise have been out of your network. We’re highlighting three business partnerships that have helped black entrepreneurs reach new audiences.
Wear Brims x Nordstrom
Tajh Crutch and Archie Clay III met in Alabama and approximately five years later, the two fraternity brothers decided to start WEAR BRIMS, a luxury hat company built on the pillars of family, faith, and confidence. Years later, the two have made history as the first Black-owned luxury hat brand sold by luxury retailer Nordstrom. The partnership came to them in the middle of the pandemic, an opportunity to expand their reach and partner with a large, luxury brand. This partnership works for Wear Brims because it’s simply an extension of their current brand values.
Humble Hustler x Foot Locker
Lorenzo Gordon started working on Humbl Hustlr in 2016 as a “brand that aims to integrate young entrepreneurs from various professional fields, all with one common goal in mind: to highlight unseen hustlers.” Inspired by a conversation with a friend, Zo has taken this company far beyond that conversation, launching a partnership with Foot Locker and Footaction. Foot Locker, Gordon said, reached out to carry the Humbl Hustlr collection as part of its pledge to support black businesses through its Home Grown Program, where they partner with different streetwear brands to put product placements in their stores. There is no doubt that Humbl Hustlr will see many great benefits with this partnership and help other young entrepreneurs become successful along the way.
Handmade Haven x The Home Depot
Ashley Basnight was a software engineer with the Boeing Company outside of Oklahoma City, Oklahoma. This self-taught DIYer actively works to break down the stereotypes surrounding women — and women of color — in DIY. Her stylish creations are an inspiration to many and her transparency surrounding the challenges of creators of color, help many navigate the influencer space. Ashley has partnered with several brands and companies as a creator such as Home Depot for example. She recently shared a reel on her social media, highlighting the amount of money she makes monthly from her partnerships. The consistency and exposure has allowed her leave software engineering behind and go full time in her passion.
If you’re thinking about pursuing brand and business partnerships, it may be worth it to seek out partnerships that will benefit your business. Look into businesses that have a similar mission or audience that you would like to reach and position yourself in a way that attracts these brands to you.