The Athlete's Foot (TAF), a renowned sneaker store, has been making strides in promoting Black ownership within the footwear industry through its Strategic African American Retail Track (StAART) program. Launched in the summer of 2020 amidst the Black Lives Matter Movement, the StAART program aims to address one of the significant disparities in the footwear industry - the underrepresentation of Black entrepreneurs in leadership and profit-making positions.
The StAART program was conceived by Darius Billings, the senior director of product and marketing for The Athlete’s Foot USA. He noted that while Black people are the primary consumers and influencers of sneakers and athletic apparel, they are not adequately represented in positions of leadership or profit. The StAART program is designed to change this narrative by increasing African American representation and ownership within the sneaker industry, particularly through franchising.
Through StAART, TAF directly recruits, develops, and mentors Black entrepreneurs using its retail franchise model. The program provides StAART franchisees with access to resources, systems, relationships with strategic brand partners, and a mentorship network. This approach addresses many of the barriers that typically prevent Black entrepreneurs from launching and successfully sustaining their businesses.
In a remarkable move, Tasha Cobbs Leonard, an award-winning gospel musician and songwriter, became the first-ever recipient of TAF’s StAART program. Tasha Cobbs Leonard has built a successful career in music, winning numerous awards including a Grammy for Best Gospel/Contemporary Christian Music Performance, 15 Stellar Awards, 3 Billboard Music Awards, and 9 Dove Awards.
Cobbs Leonard started her solo music career in 2010 and has since released several hit songs, including "Break Every Chain" and "For Your Glory". Beyond her music career, she is also a pastor, serving alongside her husband, Kenneth Leonard, at The Purpose Place Church in Spartanburg, South Carolina. She is also an entrepreneur, author, and mother of four.
Her involvement in the StAART program signifies a new chapter in her multifaceted career, as she ventures into the world of retail entrepreneurship. It also underscores the potential of the StAART program to empower Black entrepreneurs from diverse backgrounds to make their mark in the footwear industry.
As the StAART program continues to grow, it promises to create a ripple effect in the industry and the Black community at large, fostering increased Black ownership and representation in the sneaker industry. With trailblazers like Tasha Cobbs Leonard leading the way, the future of Black entrepreneurship in the footwear industry looks promising.
