DES MOINES, Iowa — From starting in a garage to becoming the largest Black-owned coffee brand in the country, BLK & Bold has seen tremendous growth in the past few years. Now, the brand is welcoming a famous face to the company.
NFL Hall-of-Famer and current Colorado Buffaloes head football coach Deion Sanders is joining the company as co-owner and social change leader, BLK & Bold announced Tuesday.
Sanders, who starts his mornings with a cup of BLK & Bold, found a "kindred spirit" in the company's mission and was inspired by the brand's "dedication to social impact," according to a news release.
"Joining BLK & Bold is more than just a business move for me—it's about making a LASTING IMPACT," Sanders said. "I've always believed in the power of giving back and uplifting others, and with BLK & Bold, we have the perfect platform to do just that.”
With Sanders onboard, BLK & Bold plans to continue making a social impact through its recently launched nonprofit. The brand also remains committed to its pledge that 5% of profits will go to disadvantaged youth and communities.
"We are incredibly excited to welcome Coach Prime to the BLK & Bold family," said Pernell Cezar, co-founder and CEO of BLK & Bold. "His commitment to excellence, passion for positive change and unparalleled influence align perfectly with our values and vision. Together, we aim to inspire, educate and drive meaningful impact within our communities."
As co-owner and partner, Sanders will be focused on amplifying BLK & Bold's vision to reshaping the coffee industry. He will primarily work on marketing, creative business development and strategic partnerships, furthering the brand's inclusive and impactful identity.
"From the very beginning, our vision for BLK & Bold was not just about creating and selling coffee and tea products, but also about brewing positive change in the communities that need it most,” said Rod Johnson, co-founder and Chief Values Officer of BLK & Bold. “The addition of Coach Prime to our team is a special moment for us. We recognize and applaud his efforts to provide safe spaces and opportunities for underserved youth, and it is an honor to continue serving our community together."