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Washington DC

Commercializing the untapped legacy of pre-NBA African American basketball through brand licensing and consumer goods.

• Unique intellectual property: Owns trademarks of early Black basketball teams, creating a brand new sports category.
• Proven licensing traction: Current and past brand collaborations with Nike, Converse, PUMA, and more.
• Strong organic sales: Over $865K revenue since 2021 with no ad spend and 20% repeat customers.
• Cultural and commercial alignment: Combines historical preservation with consumer demand for authenticity and representation.
• Experienced leadership: Founder Claude Johnson is a recognized historian and former Nike and NBA executive.

Black Fives is building a new category in sports culture by owning and monetizing the intellectual property of African American basketball teams that existed before the NBA, from 1900 to 1950. These teams played a significant role in shaping the modern game of basketball but have largely been erased from mainstream sports history. Black Fives owns the trademarks and visual identities of these historic teams and has already demonstrated meaningful traction through e-commerce sales and licensing agreements with major brands like Nike, PUMA, and the BIG EAST. The company’s mission is rooted in preserving and celebrating this forgotten legacy, while transforming it into a sustainable business model.

With zero advertising spend, Black Fives has generated over $865,000 in revenue through grassroots demand and partnerships, validating the strength of its brand and historical appeal. The company’s founder, Claude Johnson, brings deep expertise as both a former Nike executive and historian of the Black Fives Era. Supported by a high-profile advisory board and experienced leadership team, Black Fives is raising capital to scale operations, enhance product development, and invest in advertising to meet rising demand. The company’s strategy includes expanding its Physical Culture Supply Co. label to other under-recognized sports histories, offering both commercial potential and cultural impact.

Company Info

Black Fives monetizes the logos of historic African American basketball teams, combining culture and commerce to revive forgotten sports history.

Black Fives Properties, Inc. is a consumer packaged goods startup that owns and monetizes the intellectual property of African American basketball teams from the Black Fives Era, spanning 1900 to 1950. The company has built a unique brand around this overlooked history, leveraging licensing partnerships with major names like NIKE, Converse, PUMA, and LIDS to generate over $865,000 in revenue since 2021—without traditional advertising. Through direct-to-consumer e-commerce, media exposure, and grassroots community engagement, Black Fives has validated a new commercial category that blends heritage, apparel, and cultural empowerment.

Founded by Claude Johnson, a historian and former executive with NBA, Nike, and IBM, the company’s mission is to bring recognition and financial value to a forgotten chapter of African American sports history. With endorsements from industry veterans and strategic advisors from Snap Inc., NIKE, and beyond, Black Fives plans to scale operations, grow revenue to $30 million within five years, and broaden its impact through expanded product lines and digital storytelling. Its goal is to transform forgotten narratives into lasting, inclusive commercial and cultural assets—offering descendants and supporters a rare chance to co-own part of this history.