We create our own content, prioritizing Black riders and Black creators for the world to see. Our value and talent are for everyone, but we are behind the wheel in how they shine.
This point really speaks to me so I’m going to try and clearly express just how important this is. Having the power to speak for yourself and to your experience might seem like a given but in reality it’s often not the case. The truth of the matter is that within our society we are constantly digesting images, values, truths, and opinions all through a white lens.
Let’s focus on a smaller scale though and discuss the cycling industry a bit. It would be safe to say that riding a bicycle - in any capacity- is a global activity. It’s something so many of us can appreciate and/or relate to. However the industry has historically presented or centered Eurocentric white cis male imagery. While you may easily overlook this, or quickly claim it as not a big deal, this form of whitewashing is seen throughout our society.
Representation Matters.
However not all representations are good, regardless of your intentions.
The cycling industry struggles to show BIPOC in any capacity that isn’t feeding their white savior complex. We are more than the Dangerous Minds students in your head. While that may be relatable to some of us there are others that will never experience that life. However, white people find it easier to just keep bringing out “the troubled youth that found cycling” and are now on the “right track”. Let’s not forget that Black folx that do show themselves to be extraordinary still don’t obtain the same attention, support, opportunity and respect of this industry (or from our society).
This bothered me as a child and it angers me as an adult. We can show BIPOC as more than recipients of your bike giveaway/donation or show them being used to depict the struggles for an actual ENTIRE CONTINENT. While these campaigns are in essence good things, it really just serves to make white folx feel better about themselves when it’s the only images to consume. This actually negatively influences each and everyone's implicit biases towards BIPOC (you can find more on implicit bias all over but Ayesha has spoke to this in several workshops/articles).
So what can white folx do?
Well, those in power making marketing/editorial decisions can listen and let the stories and content come directly from BIPOC. No matter how much we’d like to do it justice, we just CAN’T speak to experiences like from those who live them. Yes that means you with all your good intentions and great ideas. I promise you, it could be better if you at least ran it by someone other than your non BIPOC friends. It’s important to highlight again, that Black people are not a monolithic group! Yes, you got a cosign from your good Black friend on something, but still ask someone else. Pay someone - other than people close to you- that can speak to what you’re seeking. As a company if you want to create great Black representation, pay and allow Black creators to get the job done.
It doesn’t stop there though!
Black folx and POC creating our own stories and content circumvents a lot of the nonsense involved with getting white folx to get onboard (this is often time and energy consuming when it truly doesn't need to be). This can be due to ego, fragility or discomfort. Yes, there are still gatekeepers and no, it doesn’t get the same attention at times as the white savior pieces but it's extremely necessary (I’d say more impactful too). That passion and effort to go the extra step in attention and detail for Black imagery/content is - nine times out of ten - only going to come from Black creators. Don’t believe me, watch the recently released great short film by Analise Cleopatra for an example of what your typical cycling dude bros would have never thought to put out.
We have always been creating our own content, our own wants/desires/needs for representation . Representation matters.
Before there were 8 of us, before we needed a name, I was bothered. I remember looking through cycling IG accounts and counting the number of Black faces. Most of whom were racers, which I have no issues with, but think it’s terribly ignorant to overlook the vast majority of people who don’t relate to competition. The only other posts were occasionally about saving the children/community of “x” location by donating money for bicycles. That’s ridiculous, just two options: struggling or racing prowess.
I remember ranting to Ayesha while seeing her gears working, and immediately she was like “bet I know how we bout to make this happen” (I’m clearly paraphrasing). After joining with some great people, we collectively came up with this manifesto (they were already doing/creating dope things on their own, mind you). We created this list of values and focuses that we will not bend or compromise for the sake of white fragility or comfort. That won't serve us. We control our own narrative, so we need to be a part of every point of the process. We create our own content because we can speak for ourselves. I’m thankful that we have sponsors who can see that and don’t interfere with what we feel the need to do.
So what’s that look like? Well when I told our sponsors I wanted to create a video of my newly acquired 2021 TCR frame-set there was no hesitation, just a question of what I needed to get that done. No boxes to check or a focus group to run it by, I didn’t have to commit to start racing or fund-raise for their support. I’m really happy with my new bike as it’s hard not to be (who doesn’t like new bike day?). While I’m not a master mechanic, bicycles are easier than you’d expect to assemble nowadays (with a decent knowledge of how things work/go together). Plenty of you DM’d me expressing the desire to do more at-home maintenance, but felt you were lacking all the tools. I purposefully didn’t use a bunch of pro specialty tools, the majority of tools one might already have at home.
Feedback Sports Team Edition Tool Kit and Pro Elite Repair Stand held me down.
Backcountry had the saw & guide and headset/bottom bracket press.
SRAM bleed kit comes with everything you need for that also.
HUNT got me rolling on clouds!
Ayesha had the vision from the beginning of how to capture it all and I only had to trust it. I told her what vibe for the music and that was about it (I don’t think I gave her a hard time, she makes great things).
Society is still fighting it but more are becoming receptive to consuming these images. While society isn’t there yet, we will continue to normalize viewing our experiences devoid of any white lens. I’m confident in The Black Foxes to put Black creators in the forefront with everything we do .
Stay tuned.