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Blake Griffin and the NBPA “Give Black” for the Holidays

Last Updated: December 1, 2021
The Nets forward is seeking to support Black-owned businesses through the NBPA’s “450 Gives” experience in New York.

On Friday, the NBA Players Association and Brooklyn Nets forward Blake Griffin launched 450 Gives, a 14-day giveaway and digital and experiential activation, outside the Nets’ practice facility in the neighborhood of Sunset Park.

An NBPA double-decker bus will visit different locations throughout New York City each day through Dec. 9. It will include a QR code that fans can scan to get more info on a Bifties gift box containing items curated by NBA players, from six-time All-Star Griffin to the Chicago Bulls’ Patrick Williams.

Google was the NBPA’s partner for the Black Friday event Nov. 26, but other partners over the course of the fortnight period include Champion, New Era, NBA 2K, and Mitchell & Ness.

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Griffin discussed how important it was to turn Black Friday into Black-Owned Friday while standing in front of the bus, which included an NBA 2K gaming station on the first deck and a DJ spinning on top.

“It’s always important for us to support each other and make sure that everybody’s getting the recognition they deserve,” he said. “As basketball players, we’re fortunate to be able to have a voice, and it’s important for us to use that to support Black-owned businesses.”

Griffin’s contribution to the gift box? Truffle honey from Trufflin, an NYC-based Black-owned business which made “Oprah’s Favorite Things” list last year.

“All my friends and family know I’m a huge fan of honey of all kinds,” Griffin said. “Honey is near and dear to my heart.”

Constance Panton, the founder and CEO of Bifties, which seeks to “Give B(l)ack,” said this partnership with the NBPA is all about exposure and spreading awareness for Black-owned businesses.

“We support other businesses, but it’s time for that awareness to come to us as well,” she said. “So this partnership was very important because not only are we all about supporting Black-owned businesses, but to be in partnership with the NBPA and Google is very important because that’s great exposure and greater reach. Spread the love. Spread the economic joy.”

John Leong (Victory)

Panton said that Bifties’ partnership with Google blossomed so much over the years that their boxes and products are routinely used in the company’s internal holiday gift offerings. When the NBPA reached out and wanted to put out gift boxes of its own, Bifties was a natural fit.

“Right now we’re on a trend where a lot of outlets are actively looking to promote Black-owned brands, and this is just another one of those vehicles to be able to reach NBA supporters and people in Brooklyn,” Panton said. “This is what Bifties is all about, supporting these brands.”

For more information on the 14 days of giving, fans can follow @TheNBPA on Instagram and Twitter, search the hashtag #NBPA450Gives, or visit NBPA.com/450Gives for updates and instructions.

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About The Author
Shlomo Sprung
Shlomo Sprung
Shlomo Sprung is a Senior Staff Writer at Boardroom. He has more than a decade of experience in journalism, with past work appearing in Forbes, MLB.com, Awful Announcing, and The Sporting News. He graduated from the Columbia University Graduate School of Journalism in 2011, and his Twitter and Spotify addictions are well under control. Just ask him.