Black Santa Manifesto

November 20, 2016

Company focused on promoting positive role models – all year round

Baron Davis, the two-time NBA All-Star and entrepreneur, has launched The Black Santa Company, a start-up company to promote positive role models with the aim to inspire and entertain the African American audience – and the world.

“This is a character focused company that I want to use to expand people’s imaginations,” said Davis, a product of South Central Los Angeles, where he credits his success to sports, film, great cartoons and a vivid imagination. “We live in a world that needs a constant reminder of hope and positivity, particularly in neighborhoods like where I grew up. I want to give people the ability to dream and imagine something different. I want to make people feel good about themselves.”

The Black Santa Company offers contemporary twists to traditional characters for a world that is becoming increasingly diverse. Davis intends to serve the roughly $100 billion Christmas market for African Americans, which despite its size is still underserved. The company’s initial product suite will offer a range of products, including ornaments, wrapping paper, as well as limited apparel.

Beyond the holiday season, people will be able to engage with the brand through social media and video content, highlighting positivity and good in their communities. The company will offer relevant content, characters and product year-round, starting with its the campaign #GivingHasNoSeason. Click here to listen to these testimonials.

“With all that’s going on in this country, and particularly in the African-American community, I want to offer heroes and role models through storytelling. Black Santa is the first character. His mission is to celebrate diversity, the joy of giving and the magic of good. He’s here to bring people together and have fun. So while I may not be making moves on the basketball court now, The Black Santa Company is my new basketball.”