Whenever Adidas touched the Kilters of Gee’s Bend For his campaign of black excellence in 2025, the women behind the iconic comforters were stunned, not because their work had no value, but because the world was finally up to date with what its community has always known.
“It’s an honor. We’re really excited,” said Claudia Pettway Charley. “It’s incredible in a way, because we never know who wants to work with gee bend’s kilters. The fact that I attended a HbcuAlabama State University, and just to think that one day so far, a company like Adidas would honor my community. “”
Emma Mooney Pettway echoed this feeling, sharing the staff who feels the trip. “Especially coming from a small rural place that, when I went to the state of Alabama, nobody really knew where Boykin was. I should always refer to a larger city,” he said. “Now returning to full circle and representing one of the HBCU and working with Adidas, it is very welcome. We are very grateful and honest. It has been a great collaboration, a great trip and we could not ask for a better collaboration.”
Quilting as a culture, history and heritage
For generations, acceleration has been a tradition rooted in survival, artist and storytelling. Emma recalls how her mother dragged her comforters along with intent and care: lessons that now happens to her own children and grandchildren.
“He taught this way, to keep the tradition, I tried to teach my children and grandchildren in these ways,” he said.
Gee’s Bend’s women have always lived their story, even when the rest of the world did not see it. “We have always been the black story,” Claudia added. “We did not realize at the time because we were just a community of people who lived our daily lives. But we have always told our stories. Our ancestors and even those behind them have always been part of this storytelling. And it will continue to be.”
Choose tradition, find passion
For Pleasure Pettway Scott, the connection with acceleration did not come from obligation, but from love. “Unlike older women, I didn’t have to hear how they should do it. But for me, this is what I wanted to do. This is what makes her most special.”
Each point tells a story: family, faith, southern black heritage. Francesca Charley learned to sew his grandmother during summer visits to Gee’s Bend. “One day he was like,” he left the game controller and come and pick up this needle, “he said.” And, honestly, I thank my grandmother every day for having -sewing why I would never have imagined to be here and travel as much as today. “
As Adidas is raising black stories through art and action
This year, Adidas is honoring this legacy in a powerful way. In addition to launching a film shortly that explores the impact of Gee Bend’s comforters, the brand is also supporting the non -profit, Sewgee’s Bend Heritage Builders, through a grant.
A special collection of NCAA basketball sweater inspired by the miles debuted during the month of black history, with a part of the revenue that benefits both the artists and the Hbcu members of Adidas.
The collaboration also included a sponsorship of the HBCU Legacy Bowl, where the game uniforms paid tribute to the cultural threads that connect the black community. And in a full circle, Gee’s Bend’s kilters are hand -sized at five HBCUS affiliated with Adidas (including Alabama State), a gesture that joins, present and future.
“The month of black history expanded beyond February for us,” said Claudia. “We live the black story almost every day of our life.”
