TNs, Air Maxes, Air Force 1s.
Our love for these creps was shaped by Black culture.
Tracksuits, bucket hats, pouches and whatever’s next to come.
Black culture is how this came to be.
Everything you wear,
Every sneaker drop,
Even your last cop.
All of these have been moulded by Black culture.
Yet where is our say in this multibillion-dollar industry.
So of course Black Lives Matter
That’s a basic fact
But let's never forget
That what we’re really asking for, is
In October 2020 Tobi Onabolu was invited to participate in Foot Locker EU's monthly Wave Makers programme, spotlighting voices of the future.
Coinciding with Black History Month, Tobi used the opportunity to take over @FootLokerEU on Instagram to create content exploring the impact of Black culture on the sneaker and sportswear industry, educating an audience of 2.1 million people.
Working closely with Foot Locker's creative agency Gravity Road, Tobi developed a month-long series of co-created content, including spoken word, history quizzes, an Instagram Live session with musician Mikill Pane, as well as providing resources for Foot Locker's audience to read more about seminal moments in history where Black communities have shaped the outcome of the sneaker industry.
Tobi also creative directed a street style photo-series located in Brixton, a culturally significant nexus for Black British culture, crediting the importance of the Black community to the high value of the sneaker industry.
The co-created content was Foot Locker EU's highest performance of their Q4, with the spoken word performance reaching audiences of over 550,000 people.
Photographer: Maxine Odumodu
Featured Model: Gabriella Lafor