Actively Black is redefining Black ownership.

The premium athleisure brand is owned by Lanny Smith and was launched in 2020 in the wake of George Floyd’s murder, during a time when corporations were pouring in commitments to what have since materialized into “empty promises to invest in DEI,” he told AFROTECH™ in an email interview. He recognized it was a marketing strategy, describing it as “performative,” because brands had been profiting from Black consumerism.

“We shouldn’t have to ask them to pour back into the Black community. We can do it ourselves,” he noted.

Ownership

Smith saw an opportunity to pursue ownership in the Black apparel and footwear market, which is projected to reach $70 billion annually, according to a report released by McKinsey & Co. Going full throttle on Actively Black, he aimed to reclaim a portion of the value long extracted by major industry players.

“Legacy sportswear giants like Nike, Under Armour, and Adidas have profited off Black culture, Black talent, Black consumers for decades,” he said.

“If it is worth it for multibillion-dollar companies to target Black consumers, then our economic power is great enough to sustain Black-owned companies,” he continued.

Building on that mission, Actively Black has created an American-made collection funneled through a Black-owned supply chain using 100% certified Black-grown cotton. The brand has made its mark on the Olympic stage twice and collaborated with the estates of Bob Marley, Michael Jackson, Tupac Shakur, Martin Luther King Jr., Malcolm X, and more.

Actively Black has also worked with Marvel and Disney on franchises such as “Black Panther,” “Mufasa,” “Captain America,” and “Star Wars.” It has also attracted the attention of former President Barack Obama, who wore a timepiece from the brand’s watch collection and most recently launched a collaboration in partnership with Method Man.

“When I launched Actively Black, a lot of people doubted that a boldly and unapologetically Black brand could be successful,” Smith expressed.

“I was told that putting Black in our name and centering our community would limit our reach. There’s a stigma that Black-owned means lesser — that our products, our creativity, or our ideas don’t hold the same value. Actively Black is redefining what Black ownership and identity look like,” he added.

Actively Black has reportedly generated $30 million in gross sales, according to Forbes. In its first 12 months it raked in $2.1 million with revenue doubling each year. What’s more, it is also putting its money where its mouth is. 10% of its revenue has been reinvested into grassroots organizations supporting education, HBCU athletics, mental health, social justice, and diversity advocacy, Smith told AFROTECH™.

“Every purchase from Actively Black is an investment in the future and advancement of our culture,” Smith mentioned.

Actively Black App 

As for what’s coming down the pipeline for Actively Black, the company has debuted an app that will bridge the gap between “commerce, culture, community, and wellness,” Smith shared.

“As an athlete-owned brand, health and movement have always been central to our mission to uplift and empower Black people. The app reads existing Apple Health and Google Health data and rewards Tribe members for being active. The more you move, the more points you earn which are redeemable for discounts, free gear, and exclusive content and events,” Smith explained.

The app will also include a retail platform and community spaces. In the future, he plans to expand the app with creator content, Black business directories, educational tools, and a library of Black history and wellness resources such as fitness and nutrition programs from Black trainers, chefs, and health experts.

“This is only the beginning,” he said.

The app will be available for iPhone and Android users by mid-november, according to information shared with AFROTECH™. Additionally, Tribe members can join the waitlist on activelyblack.com.

Announcing At AFROTECH™ Conference 2025

Smith broke the news at the AFROTECH™ Conference 2025 on Oct. 30. Announcing the app at the conference — which brings together founders, venture capitalists, professionals, and students — was a no-brainer for Smith.

“AFROTECH™ represents everything Actively Black stands for: ownership, innovation, culture, connection. It’s the coming together of great minds leveraging creativity, innovation, and technology to move our community forward through the power of our own excellence and ingenuity,” he said.

“This moment is bigger than a product launch. It’s an extension of our mission to inspire, to lead by example, and to remind the next generation of Black innovators that we belong in every room. We can create space for ourselves in any industry while staying true to our identity and integrity; and we can do it successfully, without limitations. We can build our own table — because there is greatness in our DNA,” he continued.

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