As changes are unfolded across the country, activists and organizers of the local community remain vital. In Milwaukeephilanthropist and businessman Eric “Shake” James He continues his work as he expands his collaboration with Adidas through his last fall: the “Twilight” collection of limited edition.
On March 1, the Shake and Adidas community hosted a warming launch party at its shoe boutique, clicks. After the celebration, the duo held a “Friends & Family” basketball game open to the public with Brooklyn Queen and Bizness Boi. The event also included a special performance in the middle of The Girl Lay Lay.
During the launch party, Bravity spoke to Shake about his collaboration Adidas, the community’s efforts and the expansion plans. With almost 20 years of non -profit under the belt, he assures that his activism caused himself recognizing a disconnection between what the community offered and what young people really needed to be successful.
“I was totally disconnected from the evil it is,” Shake said. “ When I started my non -profit journey in 2008, I only did small things: skating units, roosters and things like this.But when George Floyd was killed in 2020, I saw all these companies committing money. They said: “ We will do it and this will help. ”
As a property owner, Shake started looking for ways to create an immediate impact. “I have a building with a small and larger side. I turned the larger side into a store,” he said. “The small side became a space called Study Hall. During the pandemic, we offered free tutoring, SAT preparation, wifi, food, drinks, what you need. We did work training and other things. I wanted to be an asset for youth. Now, while I talk to children, they just want to know. “”
Arriving the gap for Milwaukee youth
Shake sees first hand when children in Milwaukee inner city want to succeed, but they do not have a clear path.
“They do not believe that if they go to school for four years and then to college, they can have an” x “career,” he said. “But when they see me and realize that I walked on these same streets, validation that can be done.”
As a lifelong shoe chief, Shake recognizes the massive influence of black culture on fashion, while highlighting the lack of property.
“We, as blacks, are the fashionable number one consumer, but we have nothing,” he said. “They need to know. There is a footwear path, clothes and all that. This is what I try to teach them. Every time I have a drop, I want to reinforce this message. “”
A long -term collaboration with Adidas
Shake’s collaboration with Adidas has been years. “It has been a great collaboration,” he said. “When your vision gets up with the people you work with, it’s easy. We both try to win in the communities and make a change. “”
He appreciates that Adidas constantly supports his efforts. “I am always doing things for others. I don’t do things waiting for anything in return, “he said.” But when people fly, check me and make sure that things are suitable for me, this is special. I couldn’t ask for more. “
The “Twilight” collection
This last drop has two slippers:
- Crazy IInfinity (red and black): Designed for track surrender.
- Mad IIINFINITY MULE: A loose futurist built for casual wear and comfort off the court.
“I dropped the first shoe in 2023, called a day,” Shake said. “It’s about ensuring that children understood that when you choose your” day “, you choose cautiously. This person keeps you on the right track. This is a continuation. My” day first “and I linked to basketball, so I wanted to create a basketball shoe. Today, children are wearing a mule on the court, and then they change to play.”
Back through basketball
Shake’s love for basketball extends to tutor young athletes.
“I have the AAU basketball team of the Jay Academy,” he said. “For me, this is not about reaching the NBA; there are only 455 players, so the odds are scarce. It’s more about bringing them to college. You can love the game without playing -you could be a manager, a type of team, an agent or work in the office. There are so many different paths.”
His profit, Jay Academy, helps solve the vacuum. “I have been working for non -profit since 2008, but at first it was wrong,” he admitted. “I knew nothing about the non -profit. One day, I called Adidas and said,” Hey, I want to do a school thing. “They said,” Sure, Shake. What do you need? I asked for 50 pairs of shoes and were like, “Sure, something else?”
Jay Academy is still his passion. “In June, brick and mortar should be open,” he said. “It will be a neighborhood resource center. It is in a hard neighborhood, but this is where I want to be. I always want to be where the need is bigger. “
Keep the course
With so much federal, Shake remains focused on what he can control: his community.
“I think we all need to follow the course,” he said. “The first thing is to fight for your ideas. If we want to win together, we must learn to work together. I’m really not in politics like this, but I know it’s a long crush. We just have to keep the bottom down and continue to work. “”
