Doritos has announced a new financially-backed initiative that’s all about amplifying Black joy, strength and resilience in our community.

As part of its 2020 #AmplifyBlackVoices work, a press release reports that Doritos is now launching and funding SOLID BLACK™ — a new multi-platform initiative that’s dedicated to uplifting the voices of Black innovators and creators today.

The initiative will reportedly involve Doritos investing more than $5 million in resources to help drive change in Black communities on behalf of the voices and stories that often go unheard.

“Doritos has long been a brand that believes in igniting and championing bold self-expression and authenticity,” Stacy Taffet — VP of marketing, Frito-Lay North America — said in a press statement. “We are proud to provide a platform and resources to innovators and creators who are making a lasting impact on culture and hope that their stories can inspire the next generation in the continued effort to create a more equal and diverse world.”

SOLID BLACK will kick off later this summer introducing Doritos’ inaugural class of Changemakers, which is comprised of Black leaders using “innovation and boldness to drive culture and give back to their communities,” a press release shares. Each member of the inaugural class will receive $50,000 to support their work and have their stories highlighted on all of Doritos’ public channels.

The official Doritos SOLID BLACK Inaugural Class of 2021 includes the following individuals:

    • Anthony and Janique Edwards – co-founders of food and restaurant app EatOkra.
    • Ari Melenciano – a Brooklyn-based artist, creative technologist at Google’s Creative Lab, NYU professor and researcher.
    • MsAshRocks – a California-based gamer, Twitch streamer and local activist.
    • DeForrest Brown, Jr. – a New York City-based musician, writer, lecturer and creator.
    • Eric Williams – founder and owner of local Baltimore restaurant, Nacho Bangers.
    • Nic Stone – a New York Times best-selling author and Spelman College grad.
    • Sara Trail – a sewing teacher, author, pattern and fabric designer and founder of the Social Justice Sewing Academy.

Additionally, Doritos has also committed a $100,000 pledge to the National Urban League — in addition to financial support from fans — to further support Black entrepreneurs across the country and help them thrive in this post-pandemic world.

“The National Urban League is proud to be teaming up with Doritos on their SOLID BLACK initiative to help advocate for economic and social justice for the Black community,” National Urban League president and CEO Marc H. Morial said in a statement. “Every donation helps to create a real, positive impact on Black-owned small businesses in communities across the nation.”

For more information about SOLID BLACK, click here.