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The 2025 Airing of the Quilts Festival, scheduled for Saturday, Oct. 4 in Gee’s Bend, is proud to announce adidas as the presenting sponsor. 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. 

Now in its fourth year, the festival builds on its deep roots in the Gee’s Bend community, where quilt making has been passed down through generations. This annual celebration will feature quilt displays and sales, workshops, guided tours, food, music, and much more. 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 under recognition and disenfranchisement. 

“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 local non-profit and the athletic juggernaut are working together to provide a platform where storytelling, stitching, and artistry meet sports. The quilters have designed the uniforms of HBCU football teams using the Gee’s Bend style.  

adidas is widely recognized for its innovative products and commitment to sustainability, inclusion, and creativity. The brand has a long history of supporting creative communities and cultural initiatives. 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.

“Partnering with the artists of Gee’s Bend is both an honor and a responsibility,” said Ayesha Martin, Senior Director, Purpose, adidas. “Their legacy of resilience, cultural richness, and artistic brilliance deeply aligns with our commitment to purpose-driven storytelling. 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. 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,” says 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. This 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 will be open on Monday, June 2, 2025. To learn more, please visit www.airingofthequilts.org.