In partnership with adidas and creative storytellers Rog and Bee Walker, For Good & Co. brought to life an immersive experience in Atlanta celebrating the annual Honoring Black Excellence (HBE) program.
Rooted in adidas’s commitment to uplifting the legacy of Black creativity, resilience, and impact, this experience titled “Connecting Threads” explored how shared stories, artistry, and culture continue to weave generations together.
To bring the vision to life, we took over a warehouse in Atlanta and transformed it into the collective’s vision for the “Connecting Threads” exhibit, spotlighting this year’s honorees – community leaders who embody the spirit of Black creativity, resilience and legacy.
“With this experience, we wanted to create something that doesn’t just honor Black Excellence; it embodies it,” the Walkers shared. “These stories aren’t told through a distant lens; they’re lived, felt and remembered."
At the heart of the experience was a screening of the hero film, directed by the Walkers in close collaboration with each honoree. Their stories came to life throughout the space as Gee’s Bend quilts were reimagined and displayed as large-scale installations, wrapping the warehouse in the textures and colors of generational storytelling. Interactive moments paid tribute to Jaycina Almond, founder of The Tender Foundation, and Sekou Thornell, founder of Kitboys Club, allowing guests to step into their worlds and experience the impact of their work firsthand. At the center of it all, “The Tree of Life” stood tall as a unifying centerpiece, anchoring a series of live performances that celebrated creativity, connection and the shared legacy of Black excellence.
The result was an authentic and unforgettable experience that brought Black voices to the forefront and recognized each honoree’s lasting contribution to the legacy of Black Excellence.
With 27 articles secured in top publications such as Forbes, Galore, and Rolling Out, and over a billion social impressions, the activation helped solidify adidas as an inclusive and community-centered partner. The collective energy of the night fostered meaningful connections and amplified the power of Black Excellence.
