Swish – Memphis Flyer

Fred Griffin, founder and creative director of the clothing brand Swish, was recently able to collaborate with sportswear company, Under Armour, to give local American Amateur Union (AAU) teams in Memphis, shoes for their summer season.

Under Armour Next Basketball has a few teams in Memphis, such as P7 Elite and Team Stark, housed under their UA Rise complementary circuit. According to Under Armour, “the league consists of 48 teams at each age group: 17U, 16U, and 15U. Each team plays a 12-game regular season leading into a single-elimination championship bracket to crown the UA Rise Champion.”

Griffin partnered with the P7 Sports Academy, located at 237 Woodland Lake Drive in Cordova, where he explained that many kids come after school to train for sports such as volleyball and basketball.

“They’re already in the Under Armour circuit with one of their teams,” said Griffin. “They have three teams that were getting ready to start the AAU season this past week. They literally had uniforms and everything, but they didn’t have shoes.”

Griffin said that the AAU league played a major role in his formative years, as he and his brother grew up loving and playing basketball.

“I’m happy that my brand Swish was able to take part in that,” said Griffin. “Being someone who played sports my entire life, it is a goal for my brand to have a sports identity as well through what I call my ‘Swish Athletics,’ my branch that makes athletic clothing and different athletic materials. So Under Armour basketball] being able to collab with me on that and being able to provide them with that was really cool.”

According to Griffin, the logistics of the event were organized by Chuck Lawson of 901Prepscoop.

This was Griffin’s first major project with Swish Athletics. However, in the past few months, the Memphis Flyer 20 < 30 honoree has been able to work with The North Face and with outdoor and sporting goods company, Merrell.

“I’ve just been taking advantage as a creator to work with these different brands and really explore that,” said Griffin.

With The North Face, the company did a Black History Month collection and collaborated with Memphis Rox, located at 879 East McLemore Ave. According to Griffin, the company uses rock climbing to help kids in the community to discover the activity as an outlet. For Black History Month, the brand built a collection that was based off of Memphis Rox and their colors.

“Kids of the Black and brown community don’t usually get to see something like rock climbing, or even interact with it, and a brand like North Face doesn’t really get to touch them,” said Griffin. “It was a really dope experience, and I was able to come out and connect with them and document that process and be there with them and build that relationship with North Face.”

He also had the opportunity to work with Merrell to help “build a relationship with their streetwear side of things.” The brand sent Griffin a few items and he was able to do some concept content for Merrell on his Instagram page

“It’s really been a blessing, that’s the best way to put it,”said Griffin. “I feel like when you do things with good intent and from a good space, things will naturally put themselves in play. The best thing about my brand is that, of course, I’m not the biggest brand in the world yet, but I’ve been blessed to have these opportunities.

The term “sneakerhead” is not a name that is designated lightly.

Those who are privy to this moniker may be familiar with standing in long lines to obtain the newest release, or scouring online marketplaces and groups to secure some of the most enviable kicks. It’s an industry taken seriously, especially in Memphis.

“A lot of people don’t know, but Memphis is actually the sneaker distribution capital of the world,” explains Dominique Worthen. “Nike is the No 1. sports footwear company in the world. When you order a pair of shoes and you’re in Alaska, then it has to touch Memphis.”

Worthen is the founder and owner of Snkrr Bar, a shoe restoration store located in Midtown, with locations in Atlanta and Houston.

“It was very interesting to me that there was no place that refurbishes, cleans, and restores Nikes, when they all come from Memphis,” Worthen said. “We’re strategically placed in Memphis. It’s been crazy.”

Worthen has long taken pride in his sneaker collection. In fact, his sneakerhead days date back to his childhood, which was formative to Snkrr Bar’s inception. As a child, Worthen lived in Flint, Michigan, where he he grew up “extrememly underprivileged and poor.”

“I always cherished a nice pair of sneakers,” Worthen said. “I didn’t have much growing up, and that’s what kind of got me in this business.

“I always knew how to maintain a pair of sneakers for a long time. … I wasn’t able to afford a bunch of sneakers when I was younger. So, I had to make it stretch; I had to make it work. I picked up a bunch of tricks of the trades and tips before I opened up my business. As an adolescent, I was just trying to stay fresh.”

Worthen recently partnered with Fred Griffin, the founder and creative director of fashion brand Swish, to host “Sneak and Link,” an event for Memphis creatives to “collaborate” last month.

The event was advertised as a “sneaker art experience” at The Hendrix on Walnut Grove. Patrons were encouraged to grab some kicks, grab a friend, and partake in a sneaker customization experience. The event promised “swish vibes,” with the dress code being “put that shit on.” Creativity was in the hands of attendees, with the option to either paint a canvas or a pair of their favorite kicks.

The event itself was born out of collaboration. According to Worthen, Jones visited the Midtown location and sparked a conversation on ways that the two could give back to the community, and “invoke change.”

“It was a brainchild of both of ours,” Worthen said. “I don’t think either of us can singlehandedly take credit for it.”

Griffin founded Swish during his days at Mississippi State University, but relaunched the brand during the pandemic.

“It’s a brand that looks to uplift through sports and culture,” Griffin said. “Through this brand, different events [like the Sneak and Link event] allow me to tap into the culture and give back.”

Giving back plays a major part in Griffin’s creative purpose, as he initially hoped for the event to inspire not only creatives in the community, but children in the community who are aspiring creatives. In fact, the name “Swish” pays homage his to his early years as an athlete.

“They used to call me ‘Swish,’” Griffin said. “It kind of just stuck. When I got to college I started playing around. … I’ve always played around with fashion. In fact, my brother and I had a brand in middle school where we sold stuff in school and what not. In college, I just took the name Swish and put it on t-shirts and what not.”

While it started out as a creative pastime for Grffin, it didn’t take long for him to realize the brand’s potential. He credits his signature pink Memphis Tiger shorts that flooded our timelines for so long as Swish’s first big break.

“I’ve had NBA players wear my stuff,” Griffin said. “Bow-Wow came and did the Millennium Tour and I styled him for that. I’ve grown so much from there.”

Griffin explains that the defining aspect that made Worthen a viable partner was their shared intention to accomplish their dreams, while also giving back tot the community.

“We’re grinders,” Griffin said. “We both have a goal and a mindset to try to be great, and to do that in a way where we can accomplish our goals and dreams while giving back to the community.

“We’ve been able to connect in that way. … in doing some marketing work for the Grizzlies, I was able to bring him in and do a lot of different work there. We both had the same ideologies and the same goals as far as where we want to go and what not.”

The event was modeled after sip and paint, but instead of canvases, patrons took their creativity to sneakers.

The creators had always planned on giving the funds raised from the event to schools in some capacity. In fact, one of their sponsors, T-Mobile, helped them halfway. However, a week prior to the event, they visited Cummings Elementary school, who recently had a ceiling cave in.

“In trying to be the most effective, and really reach those who needed it the most, instead of doing several schools, we just focused on one school. We all felt like they needed that help right away.”

In combining their donations, Griffin and others were able to show up to Cummings’ open house, held at the Boys and Girls Club, to hand out donations and supplies to 250 students, as well as teachers. Griffin says that he hopes to hold the event again, and keep it going.

“I think the event has potential to reach a lot of people in the city, but also give back as well,” he said. ”Everything I do, I try to — in some way — make it loop into giving back. At the end of the day, yes, I’m starting to garner a name for myself, and influence others, and the city, but none of it means anything if I can’t help others or help the ones that come from my community come up.