Actively Black: Building a Movement, Not Just a Brand

Imagine launching a brand that becomes a cultural phenomenon, resonating so deeply that the fashion itself almost takes a backseat to the message. That’s the reality for Lanny Smith, founder of Actively Black. The athleisure brand has experienced explosive growth, not just as a clothing line, but as a powerful statement of Black culture and ownership.

More Than Just Clothes: A Cultural Movement

Smith recalls the unforgettable moment at New York Fashion Week when icons like Ruby Bridges, the daughters of Martin Luther King Jr. and Malcolm X, and civil rights photographer Cecil Williams walked the runway. The emotional impact of seeing these figures, representing pivotal moments in Black history, far outweighed any discussion of the clothes themselves. “To me, it’s like we accomplished what we set out to accomplish because people had an emotional reaction to the show that had nothing to do with the clothes,” Smith shared.

This powerful display underscored Smith’s vision: to create a brand that not only represents Black culture but actively fosters Black ownership and reinvests in the community. Having played in the NBA and seen how many brands profited from Black talent and consumers, Smith felt compelled to build something of his own. “Why not build our own? Why not build something that is Black-owned that uplifts and reinvests back into the Black community?” he asked.

Authenticity in a Performative World

Launched in 2020 amidst a national reckoning on racial justice, Actively Black emerged as an authentic voice when many other brands’ expressions of support felt performative. Smith observed companies making statements and pledges, but he felt the urgency and the underlying issues were being ignored by those who hadn’t experienced them firsthand for decades.

“The mentality of ‘we can keep asking them to do the right thing, or we can just build our own thing’ — and then we don’t have to ask ourselves to do what’s right because that’s what this brand is built on, to reinvest and uplift the Black community,” Smith explained. He saw a void for something “truly about us,” beyond just marketing strategies.

From Athletic Wear to Cultural Archives

Actively Black has evolved beyond just athletic wear, embracing its role as a cultural and archival brand. Collaborations honoring Black icons like Muhammad Ali and figures from the Civil Rights Movement, alongside collections tied to Black history, demonstrate a commitment to storytelling. Smith intentionally seeks out living legends, like John Carlos, to support them financially through product revenue, ensuring their legacies are honored and sustained.

The brand’s responsiveness to current cultural moments, from “Love Black Women” collections to “Tenderism” grill aprons, stems from Smith’s deep connection to the culture. “Part of it is that we are the culture,” he stated. “I think there are a lot of brands that try to capitalize off the culture, but they don’t ever have the culture in decision-making positions…” Actively Black’s lean structure allows it to react in real-time, expressing what the community is already feeling and discussing.

Staying ‘Actively Black’ in Challenging Times

In a time of political and social frustration, Smith believes staying “actively Black” is about embracing love for one’s culture and recognizing the strength in collective action. While the name initially faced pushback from some within the Black community, the current climate—marked by challenges to voting rights and Black history education—has only galvanized support. “Now that that line has been drawn, and now that it’s so obvious, where you gotta pick a side, I’m actually seeing it galvanize people around actively black more,” Smith observed.

He sees this generation’s fight as a continuation of historical struggles, emphasizing resilience and the inherent greatness within the Black community. “Our story as a people does not begin with slavery. It doesn’t begin with oppression. We come from greatness,” he asserted.

I believe that we have to be active in our own liberation. Everything that we have to do on the social justice front, for equality, for all the things our people have been fighting for, that’s not passive. That’s something we have to actively be fighting for every day. — Lanny Smith

Looking ahead, Actively Black plans to expand globally, with aspirations for a presence in Africa and a vision to become a major international brand. Having outfitted Team Nigeria for the Paris Olympics, Smith is driven by the desire to prove that a Black-owned company can achieve global success and serve as a beacon of inspiration. “I want to prove to ourselves that we can do it,” he said. “Our culture creates so much relevancy and profit for so many of these multibillion-dollar brands, and everybody asks why we don’t have something of our own like that.”