Asphaltgold Will Close on Black Friday to Make Anti-Racism Statement
Black Friday sales usually offer retailers the chance to cash in thanks to bargain-hunting customers, but this year, German sneaker spot Asphaltgold are opting for an anti-racism statement rather than profits.
Instead of holding a sale, Asphaltgold will close their online shop, with the regular inventory of sneakers and apparel not up for sale on November 27. Instead, the only item available for purchase will be a t-shirt, which carries a thought-provoking anti-racism message.
The retailer hopes to raise awareness for peaceful togetherness, spruiking the slogan: ‘We all walk the same earth’.
‘2020 is everything but an ordinary year, that’s what made us take an unusual step,’ says Asphaltgold’s CEO Daniel Benz. ‘We’ve always been kind of critical of Black Friday anyway, so we want to use the momentum of that day to position ourselves (as) anti-racist. The latest incidents in the USA, as well as the assault in our neighbouring city Hanau, have induced us to take a clear stand.’
All proceeds from the anti-racism t-shirt sales will be donated to charity organisation Stiftung für die Internationalen Wochen gegen Rassismus. The local charity plans and coordinates projects dedicated to overcoming racism and exclusion.
To purchase a t-shirt, head to Asphaltgold’s webstore on Black Friday, November 27. RRP €35.