Adidas Honors Ahmaud Arbery with New Zine

In a powerful collaboration, Adidas is honoring the legacy of Ahmaud Arbery and the unwavering advocacy of his mother, Wanda Cooper-Jones, with the release of “Community Archives.” This new zine, launched on Giving Tuesday, serves as a testament to Arbery’s life, the pursuit of justice, and the ongoing work to create a world where Black boys can run freely and safely.

From Tragedy to Advocacy: Wanda Cooper-Jones’s Journey

Before the tragic events of February 23, 2020, Wanda Cooper-Jones lived a quiet life in coastal Georgia. That day, her son Ahmaud, a vibrant 25-year-old athlete, went for a jog and never returned. His murder, a racially motivated attack, brought his story to the forefront of national attention. However, for Wanda, he was simply her son, a young man who found freedom in running.

Refusing to let her son’s truth be buried, Wanda Cooper-Jones became a fierce advocate. She fought tirelessly, demanding answers and pushing for legislative change. Her efforts contributed to significant legislative shifts in Georgia, including the repeal of the citizens’ arrest law and the implementation of a hate crime law. This commitment to change led to the founding of The Ahmaud Arbery Foundation.

The Ahmaud Arbery Foundation: Building Community and Healing

Born from a mother’s calling, The Ahmaud Arbery Foundation aims to honor Ahmaud’s spirit by creating safe spaces for young Black boys. The foundation focuses on fostering wellness practices, leadership skills, and collective healing. Through partnerships with high schools, the foundation hosts summits on topics like leadership and social justice, transforming strangers into brothers.

Wanda also finds strength and support through the Circle of Mothers, a healing retreat hosted by the Trayvon Martin Foundation. This community of mothers who have lost children to violence provides a vital space for shared grief and mutual support, reinforcing Wanda’s promise to keep Ahmaud’s name alive.

Adidas: A Partnership Rooted in Shared Values

Adidas’s partnership with The Ahmaud Arbery Foundation began quietly in 2020, rooted in a shared belief that every young person deserves to run without fear. Unlike a typical sponsorship, this has been a sustained collaboration focused on community and legacy. Adidas has supported the Foundation’s initiatives since its early launch, providing mentorship, funding, and storytelling support through programs like the social enterprise accelerator (now Community LAB).

• 2021: Supported the Foundation’s launch in Atlanta.
• 2022: Provided mentorship and funding through the Community LAB program.
• 2023: Expanded youth engagement with the “Run With Maud” 5K.
• 2022–2025: Supported Ahmaud Arbery Day activations and youth running initiatives.
• 2024: Wanda Cooper-Jones honored in Adidas’s “Honoring Black Excellence” initiative with a grant for the Foundation.

This enduring relationship highlights Adidas’s commitment to community-driven work, consistently elevating the community’s voice over its own brand.

Community Archives: A Living Legacy

The “Community Archives” zine features a six-page spread dedicated to Wanda Cooper-Jones. It chronicles her journey through grief, her triumphs in advocacy, the impact on the youth she serves, the communities she’s helped heal, and her unwavering promise to Ahmaud. This zine serves as a retrospective and a cultural record, celebrating those who have shaped sport, culture, and community.

Wanda’s message to her community is one of involvement and presence: “I would tell any parent to get involved. Know what your kids are doing. Be there for them because we’re losing a lot of young men due to gun violence in our community.” Her resilience, accountability, and purpose, fueled by love, continue to drive her mission.