Adidas joins as presenting sponsor for 2025 Airing of the Quilts Festival in Gee's Bend

Global sportswear brand adidas will be presenting sponsor of the 2025 Airing of the Quilts Festival in Gee’s Bend in October.

“This marks a major milestone for the festival, as the global brand aligns with its mission to celebrate the rich cultural and artistic legacy of the Gee’s Bend quilters,” according to a news release announcing the sponsorship.

Now in its fourth year, the festival is scheduled for Oct. 4. This annual celebration will feature quilt displays and sales, workshops, guided tours, and food and music.

The festival traces the living story of Gee’s Bend from the area’s Antebellum origins, through its significant role in the Civil Rights Movement, to its present as one of America’s most renowned artist communities after decades of underrecognition and disenfranchisement, according to the news release.

“We are excited to welcome adidas as the presenting sponsor for the 2025 Airing of the Quilts Festival,” said Kim V. Kelly, executive director of the Freedom Quilting Bee Legacy. “adidas’ commitment to empowering communities through creativity and collaboration aligns perfectly with the festival’s mission to highlight the extraordinary quilts of Gee’s Bend and support the artistry and history behind them.”

This alignment comes courtesy of adidas’ relationship with Sew Gee’s Bend Heritage Builders. The quilters have designed the uniforms of HBCU football teams using the Gee’s Bend style.

“adidas has a long history of supporting creative communities and cultural initiatives,” the release states. “With its commitment to promoting diversity, craftsmanship and innovation, adidas is a fitting partner for the Airing of the Quilts Festival. This collaboration will celebrate legacy, artistic expression, community and the timeless craft of quilt making.”

Ayesha Martin, senior director, purpose for adidas, said, “Partnering with the artists of Gee’s Bend is both an honor and a responsibility.”

“Their legacy of resilience, cultural richness and artistic brilliance deeply aligns with our commitment to purpose-driven storytelling,” Martin said. “Together, we hope to amplify their voices and preserve the powerful narratives woven into every stitch.”

Through this partnership, the 2025 Airing of the Quilts Festival will feature expanded quilt exhibitions, interactive workshops and live demonstrations celebrating the fusion of art, culture, fashion and history, the release states. adidas’ support will help elevate the festival experience and ensure that the powerful stories and cultural significance of these quilts are shared with a wider audience.

“This is more of a relationship than simply a collaboration,” said Claudia Charley, co-founder of Sew Gee’s Bend Heritage Builders. “adidas is a partner for the long term. This presenting sponsor opportunity for the festival demonstrates their community commitment to Gee’s Bend.”

The Airing of the Quilts Festival is hosted by organizing sponsors Freedom Quilting Bee Legacy, Sew Gee’s Bend Heritage Builders and Souls Grown Deep.

The festival is open to the public. Registration is free with a recommended contribution of $40 to support the Gee’s Bend quilt-making community. Additional fees apply to quilt-making workshops, demonstrations, and tours.

Registration opened on June 2. To learn more, please visit www.airingofthequilts.org.