Black History Month 2023—how Apple, Nike, Spotify and other brands are celebrating

In 1976, President Gerald Ford recognized the second month of the year as a time carved out for the annual appreciation of Black history and culture. Each year, people refine what it means to celebrate in a way that does justice to the remarkable achievements of Black leaders. Black history continues to unfold and be created, through art, business, fashion, music and more.

Throughout February, Ad Age is highlighting Black creative excellence, with guest editors highlighting projects and offering others the opportunity to reflect on their successes. This year, Ad Age is partnering with Outfront to showcase creative talent on digital out-of-home media across the U.S. 

Ad Age is also tracking how businesses are participating. Here's a look at how some major brands are choosing to honor Black History Month in 2023.

Spotify 

Spotify launched Frequency Zine, a social series focusing on dynamic artists who embody the boundless future of Black music. The series highlights six Black artists across genre-specific playlists, including Indie, Dance/Electronic, Rock, Pop and more. The first artists to be featured in Frequency Zine included Austin Millz, Bree Runway, Chiiild, Connie Constance, Foggieraw and Kelela. 

We got next, now, and the future.
Stay tuned... pic.twitter.com/8xo47Yft1n

Spotify listeners are also receiving recommendations for audiobooks such as “The 1619 Project” developed by Nikole Hannah–Jones, “Son of Elsewhere” by Elamin Abdelmahmoud, “We Over Me” by Devale Ellis and Khadeen Ellis, and “Finding Me” by Viola Davis.

The platform is also showcasing thought-provoking conversations from some of Spotify’s top Black podcast creators—including “The Unbothered Network” by Jemele Hill, “We Said What We Said with Rickey and Denzel” by Rickey Thompson and Denzel Dion, and The Ringer’s “Higher Learning” with Van Lathan and Rachel Lindsay.

Apple 

Apple’s Black Unity Collection features a special-edition Apple Watch Black Unity Sport Loop and matching watch face. The company is also debuting a wallpaper inspired by the creative process of mosaic, with green, red, black and yellow shapes arranged abstractly in an homage to the Pan-African flag.

The App Store will spotlight apps such as Dot’s Home, an award-winning game designed to educate users on housing disparities, and financial wellness apps such as CapWay, Goalsetter and Altro, which are forging creative solutions to disparities within Black communities.

Apple Music and Apple Books will showcase Black artists by connecting readers and listeners to art by Black tastemakers that had a ripple effect on popular culture. Lastly, Apple News will combine compelling reporting about the Black experience in America with analysis and commentary from top journalists. 

Google 

On Feb. 1, Google Assistant started responding to, “OK Google, Happy Black History Month” with a montage of historical images accompanied by explanatory audio from the Google Arts & Culture archives.

Last year, Google worked with three nonprofits—Aperture, For Freedoms and Free The Work—to launch the Image Equity Fellowship. This program granted 20 artists unlimited access to funding, mentoring support and educational workshops to boost their professional development. A year later, Google Arts & Culture is launching a site to honor 20 Black pioneers, including American historian Dr. Carter Woodson and engineer Jerry Lawson.

On Feb. 23., U.S. Black Chambers Inc. and Grow with Google will host their third National Black-Owned Business Summit, with workshops centered around e-commerce and general business management skills. 

Nike 

Phoenix Suns forward Kevin Durant is teaming up with Nike this Black History Month to promote wellness in the Black community. The two-time NBA champion’s leadership at the Durant Family Foundation is guided by three core values: Black consciousness, perspective and vulnerability. 

NEW: Nike has launched a new Black History Month campaign featuring @KDTrey5. pic.twitter.com/BuliDYVENJ

Joining him are three-time Olympic fencer Daryl Homer, pro hockey player Saroya Tiker, Olympic track and field athlete Anna Cockrell and rapper Watts Stix. These five stars will work alongside the sportswear brand to invest and support organizations fighting systemic inequities in and beyond sport. 

Target

Target’s Black History Month resolution is to carve out spaces within the company and beyond for Black creators to grow and flourish. The Black Beyond Measure campaign seeks to uplift Black entrepreneurs and students by promoting Black-owned businesses and initiatives.

This year, Target's Black History Month product assortment features products from Black-designed/owned brands such as Sammy B, Little Giants Giant Shorties, Ade + Ayo and more. 

Hulu

Hulu has engaged talent from across Hulu, Onyx Collective and The Walt Disney Company to spotlight Black artists by “giving them their flowers.” Throughout February, Hulu’s social media channels are featuring videos of accomplished Black artists in entertainment “giving flowers” to those who have guided and inspired them throughout their careers.

The campaign has included Nikole Hannah-Jones, Trevor Jackson, Josh Bonzie, Roger Ross Williams and Shoshana Guy, Quentin Plair Jr. and others. Hulu is also giving flowers in real life, sourced from Black-owned florists across the country.

Xbox

Xbox is honoring Black History Month through a variety of programs and initiatives for Black engineers, gamers and students. The Microsoft gaming console brand commissioned artist Clif Wilson to spearhead the creative effort behind this year’s campaign, including designing the artwork. Xbox will be introducing new gamerpic, profile themes, wallpaper and avatar items to ensure the inclusivity of the Black community.

In September, Xbox launched Project Amplify, a video series featuring 14 Black employees across the company, to promote pipelines for Black youth across the gaming industry. This month, Xbox ambassadors are continuing their outreach by showcasing games designed by Black creators. 

Genentech 

American biotech corporation Genentech is underscoring the challenges faced by Black women with multiple sclerosis in the latest installment of its #MSVisibility campaign.

Nearly 15% of the MS population is Black, yet the community continues to be underdiagnosed and undertreated. Genentech hopes to shine a spotlight on such misconceptions, including the social determinants of health and gaps in cultural competency among healthcare professionals. 

BLK

BLK, a dating and lifestyle app for Black singles, is commemorating Black History Month by commissioning a group of emerging Black artists to produce a comprehensive timeline that visualizes the manifestation of Black love across history. 

The artwork, curated by Davian Chester, Sabine Quetent, Halimah Smith and Asaad Thorne, is being unveiled daily on BLK’s Instagram as a tribute to the resiliency and intensity of Black love throughout time. 

Ikea

Nearly 19% of Ikea employees identify as part of the Black community. The Swedish furniture chain is using Black History Month as a space to amplify their stories and accelerate internal efforts to promote the upward mobility of employees who come from marginalized backgrounds.

This year, we are raising a new flag for #BlackHistoryMonth designed by Danielle Jones of IKEA Frisco. This flag signifies an open, welcoming heart & what it means to #TakeUpSpace. We celebrate our many co-workers of Black & African Heritage & welcome a future of equity. pic.twitter.com/MeXUy2h6T4

Last year, the Ikea U.S. Community Foundation gifted nearly $500,000 to over 100 Black-owned businesses and organizations across the country as part of the Black Business Initiative commitment. The company plans to replicate this effort this Black History Month.

Kohl’s

Kohl’s is pledging to donate $100,000 to the National Urban League, an organization that seeks to promote economic empowerment and access to fundamental resources (i.e., housing, education, job opportunities) among the Black community.

The Black Professionals Business Research Group at Kohl’s is bringing associates together to advocate for colleagues in a broader effort to ensure Black culture is a vibrant facet of employee diversity at the retailer. Kohl’s also named designer, artist and HR analyst Jessica Alexander as its featured Diversity Design Council Artist. The company will promote Alexander’s work, which is greatly inspired by Black stories and her own experience as a member of the Black community. 

Ancestry and The History Channel

Undefeated retired boxing champion Laila Ali is hosting a branded content series for Ancestry and The History Channel profiling women—including Black women—who made an outsized impact on history. 

The campaign includes a focus on Madam C.J. Walker (born Sarah Breedlove), an African American woman credited with being the first female self-made millionaire.

Ipsy 

Ipsy is honoring the contributions of Black people to the beauty industry by customizing its Black History Month glam bags, which are personalized beauty products delivered to subscribers' doorsteps on a monthly basis. The February box will feature Black artist Dime Jones (below) and Black-owned beauty brands such as Mohart, Pat McGrath, Patrick Starr and Fenty Beauty.

The company plans to invest nearly $30 million in brands originating from Black, Hispanic and LGBTQ+ communities, according to Tina Shim, senior VP of marketing.