Actively Black Launches App to Connect Commerce & Culture

In a powerful move to empower Black ownership and foster connection, premium athleisure brand Actively Black has launched a new app. Founded by Lanny Smith in 2020, the brand emerged from a desire to counter what Smith saw as performative corporate DEI commitments following George Floyd’s murder. He recognized the immense economic power of the Black community and decided it was time for Black entrepreneurs to reclaim that value.

Reclaiming Value in the Athleisure Market

Smith identified a significant opportunity in the Black apparel and footwear market, projected to reach $70 billion annually. He noted how legacy brands like Nike, Under Armour, and Adidas have long profited from Black culture and consumers. “If it is worth it for multibillion-dollar companies to target Black consumers, then our economic power is great enough to sustain Black-owned companies,” Smith asserted.

Actively Black embodies this mission, offering an American-made collection crafted through a Black-owned supply chain, utilizing 100% certified Black-grown cotton. The brand has already made a significant impact, appearing on the Olympic stage twice and collaborating with the estates of cultural icons like Bob Marley, Tupac Shakur, and Martin Luther King Jr., as well as major franchises from Marvel and Disney. Even former President Barack Obama has been seen sporting their watch collection.

Redefining Black Ownership and Identity

Smith faced skepticism when launching Actively Black, with many doubting the success of a brand so boldly centered on Black identity. “I was told that putting Black in our name and centering our community would limit our reach,” he shared. “There’s a stigma that Black-owned means lesser — that our products, our creativity, or our ideas don’t hold the same value. Actively Black is redefining what Black ownership and identity look like.”

The brand’s financial success speaks volumes, reportedly generating $30 million in gross sales and doubling its revenue each year since its initial $2.1 million in the first 12 months. Beyond profits, Actively Black reinvests 10% of its revenue into grassroots organizations supporting education, HBCU athletics, mental health, social justice, and diversity advocacy. “Every purchase from Actively Black is an investment in the future and advancement of our culture,” Smith emphasized.

The New Actively Black App: Commerce, Culture, Community, Wellness

The latest innovation from Actively Black is its new app, designed to seamlessly integrate “commerce, culture, community, and wellness.” As an athlete-owned brand, health and movement are central to its mission. The app connects with Apple Health and Google Health data, rewarding users (Tribe members) for physical activity with points redeemable for discounts, free gear, and exclusive content and events.

The app will also feature a retail platform and community spaces. Future plans include expanding with creator content, a Black business directory, educational tools, and a library of Black history and wellness resources curated by Black experts. “This is only the beginning,” Smith stated.

Announced at AFROTECH™ Conference 2025

Smith unveiled the app at the AFROTECH™ Conference 2025, a fitting venue that embodies Actively Black’s core values. “AFROTECH™ represents everything Actively Black stands for: ownership, innovation, culture, connection,” he explained. “It’s the coming together of great minds leveraging creativity, innovation, and technology to move our community forward through the power of our own excellence and ingenuity.”

He sees this launch as more than just a product release; it’s an extension of his mission to inspire and lead by example for the next generation of Black innovators. “We can create space for ourselves in any industry while staying true to our identity and integrity; and we can do it successfully, without limitations. We can build our own table — because there is greatness in our DNA,” Smith concluded.

The app is set to be available for iPhone and Android users by mid-November. Interested individuals can join the waitlist on activelyblack.com.