With unique colors and futuristic shoe designs, the black-owned SIA Collective has grown into a multimillion-dollar sneaker company. Now, the brand could shift how young Black athletes look at endorsement deals.
. “I’m looking for a home where we can build up a huge marketplace and that I can have some ownership,” he said to NBC News. “I’m definitely not going to go back into a similar contract that I was in or any type of circumstance that I was in similar to what I was with that other brand.”
For two years while at Richmond Hill High School, Carter did just that. And, in the process, they built a bond. “He’s like a son. He’s very respectful and talented. A nice fellow. He wanted this for himself,” Cerrone said. “What I really saw in him was a lot of patience.” The trajectory of his life and career began to change when he was stationed in New York in 2011. Carter gained traction on social media as he worked daily at producing new shoe concepts — even after 12-hour shifts with the Coast Guard.
So he left the Coast Guard. Two months later, he enrolled in the Fashion Institute for Design and Merchandising in San Francisco. That knowledge helped him up his skills and grow his audience. Then he received an email from a fellow Fashion Institute for Design and Merchandising graduate, who was Black, lived in China and worked in mass production. He offered his assistance. “I didn’t even think that was a feasible thing for a Black man to do at the time,” Carter said. “But it gave me no excuse on why not to start my own thing.”
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