Johnnie Walker has launched First Strides, an initiative that aims to ‘celebrate, inspire and enable’ people and organisations to push boundaries while taking steps towards progress.
The Whisky label’s program will begin with a nod to women’s progress in a partnership with LA-based Angel City Football Club. Five-time Grammy Award-winning artist Brittany Howard and LA artist Tia P. have worked together to create an anthem for the professional team.
‘Running with the Angels’ was written in honour of the world’s first majority women-founded and owned professional soccer team, and will serve as a celebratory ode to the teams ‘trailblazing spirit’.
“This anthem is a celebration of women, of Angel City FC, of the city of Los Angeles, and of everyone around the country doing bold things to create positive change in the world,” Brittany Howard said.
“I’m proud to continue creating meaningful work with Johnnie Walker that hopefully inspires people to keep walking together towards a more equitable future.”
Alongside the anthem release, Johnnie Walker will release a series of First Strides grants. Anyone over the age of 21 will be eligible to apply for the fund set up in partnership with the go-to funding marketplace for women-owned businesses IFundWomen.
The initiative builds upon the impact of the Whisky company’s ‘First Women’ campaign, which premiered in 2020.
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Johnnie Walker added: “Particularly inspiring and impactful first strides will be identified by the ‘Walkers’ – a diverse group of thought leaders and cultural changemakers.”
“This network includes powerhouse writer and producer Kenya Barris, actor, producer, and activist Sophia Bush, and comedian and creator Lilly Singh.”
The brand will also introduce another grants and mentorship program in association with Blacktag, a ‘first-of-its-kind’ streaming service changing the model for pay equity for Black creators.
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