NIKE is honoring Black History Month with Black History Month Collection?!!

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Still trying to understand the Black History tie-in outside of them just promoting the same stars already under contract. Would be great if they could actually honored non-traditional Black History Heroes instead of just heaping more praise on Lebron, KD, and Melo. They say the proceeds will be given to charity though it seems to be scant on details. Here is what their press release states:

One hundred percent of net proceeds (up to $1 million) generated by the 2014 BHM Collection during the month of February will go to the new NIKE Ever Higher Fund, a donor advised fund administered by Charities Aid Foundation of America (CAF America), a national 501(c)3 public charity.

The NIKE Ever Higher Fund will support charitable initiatives that leverage the power of sport to maximize the human potential of underserved youth.  The hope is to assist communities with knowledge, resources and tools for the next generation of leaders.

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