Silk, the popular plant-based beverage brand, recently joined forces with gold medalist tracks and field star Carl Lewis to support the next generation of athletes. The new Silk Team Protein initiative will provide five HBCU track and field programs with $10,000 donations (a total of $50,000) to purchase team necessities.
"As a longtime advocate of plant-based diets, I know first-hand the benefits it can yield for an athlete, which is why I am proud to be a partner on this Silk Team Protein initiative to show college athletes how plant-based products like Silk Soymilk can help support their athletic goals," said Carl Lewis. "Through this partnership, I hope to encourage the next generation of athletes, especially within the HBCU & Black community, to join the growing number of African Americans moving toward a plant-based diet.
Fans can nominate their favorite HBCU track and field program by July 22 at SilkTeamProtein.com.
Plant-Based Protein Initiatives
Silk Teams Up with Carl Lewis to Give $50k to HBCU This Summer
Trend Themes
1. Plant-based Beverage Brands Supporting College Athletics - Plant-based beverage brands are teaming up with sports entities to support college athletics through initiatives that speak to the benefits of a plant-based diet.
2. Hbcu-specific Sports Sponsorship Campaigns - Sports-apparel and sports equipment brands should consider sponsorship campaigns to support HBCU sports teams while addressing the fundraising disparities that are associated with HBCU athletics.
3. Growing Number of Athletes Embracing Plant-based Diets - There is a growing adoption of plant-based diets among fitness enthusiasts and athletes, which present opportunities for plant-based food producers and retail brands to advertise directly to that audience.
Industry Implications
1. Plant-based Beverage Brands - Plant-based beverage brands can seize this opportunity to showcase the benefits of plant-based diets for athletes, while simultaneously supporting athletic programs at underserved HBCUs.
2. Sports Apparel Brands - Sports apparel brands can team up with HBCUs to sponsor sports programs and help address the fundraising disparities that exist for HBCU athletic programs that are underfunded.
3. Plant-based Food Producers and Retail Brands - Plant-based food producers and retail brands can educate their intended audience - athletes and fitness enthusiasts - on the benefits of plant-based diets for their athletic performance, and target them through specialized marketing campaigns.