# Plant-Based Protein Initiatives Silk Teams Up with Carl Lewis to Give $50k to HBCU This Summer By Grace Mahas | Published 2021-06-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/silk-soymilk References: [instagram](https://www.instagram.com/p/CQbMFJnnJKx/) & [silkteamprotein](https://www.silkteamprotein.com/) 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](https://www.trendhunter.com/trends/silk-nextmilk-campaign) initiative will provide five [HBCU](https://www.trendhunter.com/trends/howard-university) 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](https://www.trendhunter.com/trends/proteinrich-milk-alternative) 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. Image Credit: Silk ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 6% | Activity: 11% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **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. - **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. - **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. ### Industries Being Reshaped - **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. - **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. - **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. ## Related on Trend Hunter - [Plant-Based Breakfast Challenges](https://www.trendhunter.com/trends/feel-planty-good-challenge.md) - [Athlete-Focused Plant-Based Supplements](https://www.trendhunter.com/trends/plant-proteins.md) - [Plant-Based Protein Milks](https://www.trendhunter.com/trends/muscle-milk-2.md) - [Progressive Sports Initiatives](https://www.trendhunter.com/trends/howard-university.md) - [Next-Generation Plant-Based Milk Campaigns](https://www.trendhunter.com/trends/silk-nextmilk-campaign.md) - [Protein-Rich Milk Alternatives](https://www.trendhunter.com/trends/proteinrich-milk-alternative.md) - [Plant-Based Protein Powder Lines](https://www.trendhunter.com/trends/plantbased-protein-powders1.md) - [Tofu-Branded Women's Campaigns](https://www.trendhunter.com/trends/power-of-9-campaign.md) - [High-Protein Almond Alt Milks](https://www.trendhunter.com/trends/silk-protein.md)