Why we chose to speak out on Black Out Tuesday.

Following the recent events sparked by the fatal arrest of George Floyd by a police officer in the United States, a widespread movement of anger has taken to the streets and social media. Some brands took part. Others didn't. Others later. Others never.

As the founder—white, I should add—of a sneaker brand, I've heard a variety of opinions from our community about a brand's role and responsibility in this context, which led us to ask: Is it our role to communicate about #BlackOutTuesday? And if so, how?

The underlying question is whether or not a brand is a political medium. By interacting directly with a country's citizens, brands have influence. Indeed, yes, every brand is a political instrument.

To avoid this, one would have to be neutral on all issues. However, in producing and communicating, a brand necessarily plays a cultural, ethical, and environmental role. We all have, at our own level, a voice, an impact, and a responsibility.

So, if every organization is political, can it choose its topics? Can we talk about ecology and ignore issues of discrimination? Can we talk about inclusion and ignore social issues related to purchasing power? Can we talk about well-being and turn our backs on violence against minorities?

And at the same time, is it legitimate to show solidarity with a subject simply by speaking out? Or, on the contrary, is there a minimum level of involvement required, an "entry ticket" to solidarity? If so, how can this involvement be measured?

Finally, can we escape the logic of commercial recovery of a fight in the eyes of those who believe - rightly or wrongly - that it is not "ours"?

Our position on all these issues is as follows.

We naturally believe that a brand must be consistent, from its values ​​to its activities, including its messages.

The choice to communicate on a topic or not is therefore up to the organization and its mission. Speaking out on every cause would amount to not addressing it, to straying from one's original vision, and risking disengaging one's community. Choices must therefore be made.

We chose to speak out on this topic because the very idea of ​​sneakers, as a cultural product, originated in a melting pot of identities, in which the Black community played a pivotal role. Today, by making sneakers, we celebrate this fusion of cultures that has enriched us every day. Furthermore, the founding idea of ​​our brand is the partly utopian idea of ​​sneakers for everyone. But it is this ideal of inclusion that continues to inspire us every day.

So we chose to take part in this movement, like many citizens and other brands, with the sobriety it demanded. A black square, posted on Instagram, with the caption: "We advocate a culture of inclusion, respect, and openness. Together, let's help each other emerge from ignorance to counter all forms of racism, stigmatization, and discrimination #blackouttuesday ." 

This was to demonstrate our support for this action, for greater recognition of the rights of expression and movement of the Black community. It was also about asserting our opinion on this subject within our community to help make it visible.

What else have we done? Writing this article, and taking time to reflect on the issue of racism, discussing it with our loved ones, understanding it, and educating ourselves. But we believe that little is better than nothing, and that any useful action begins with a first step. Not to buy a conscience. But to begin to act and face reality.

Illustrations by @sacree_frangine