Baron Davis Lightens Up Christmas With Black Santa

Ace NBA player, Baron Davis, introduces a Black hero to children this Christmas.

Move over, Kris Kringle; there is a new Santa in town. And he’s Black, The Root states.

Founded by former NBA player Baron Davis, the Black Santa Co. hopes to offer a black hero, a figure for children to look up to. This Santa is not to be confused with Nas’ black kneeling Santa or Larry Jefferson, the first Black Santa to spread cheer in the Mall of America in Bloomington, Minn. If you’ll notice, Davis’ Black Santa has a striking resemblance to the former pro-baller, and he exists for a different reason.

The Black Santa Company is a storytelling-products company that celebrates cultural diversity, the joy of giving and the magic of good,” Davis told The Root. After dressing up as Santa for Halloween and receiving rave reviews, Barron decided to launch the company, which will introduce Mrs. Claus in February.

We as African Americans spend so much money … $93 billion … after every Christmas, and it goes nowhere,” Baron Davis said. His hope is that some of the money will be circulated within the black community. The Black Santa Co. sells a bevy of holiday gear—T-shirts, baby clothes and the classic ugly holiday sweater. After all, what would Christmas be without the ugly sweater?

Now Black Santa is officially among a cadre of heroes. After all, the world could use another Black Santa.

Like the Mall of America, Davis is also trying to encourage diversity with an African-American Santa Claus, The Undefeated reports.

Davis was a two-time NBA All-Star during his injury-riddled career in which he averaged 16.2 points and 7.2 assists over 13 seasons. The Los Angeles native has moved on to Hollywood, where he is now focused on his acting and producing career. And during this Christmas season, Davis has also spearheaded The Black Santa Company.

The Black Santa Company bills itself as a media company that creates “new characters, contemporary and engaging content, and high quality products celebrating diversity, fun and positivity.” Davis said the goal is to “inspire the world” by building diverse characters reflecting the change in American culture. Davis said The Black Santa Company has also created merchandise to reflect a more diverse America.

The Mall of America in Minneapolis hired a black Santa for the first time in 24 years this year after a national search. The hope of America’s largest mall was to have a “Santa for everyone.”

Not everyone felt the same way.

The comments section following a story in the Minneapolis Star-Tribune about the Mall of America’s black Santa was shut down due to racist comments. There were mall patrons who got out of line when they found out the new Santa was black. There was even a call to boycott the mall during the four days that retired U.S. Army veteran Larry Jefferson spent there as Santa.

It’s senseless and ignorant for people to try to create negativity out of something that brings people together,” former NBA point guard Baron Davis told The Undefeated.

Like the Mall of America, Davis is also trying to encourage diversity with an African-American Santa Claus.

Davis was a two-time NBA All-Star during his injury-riddled career in which he averaged 16.2 points and 7.2 assists over 13 seasons. The Los Angeles native has moved on to Hollywood, where he is now focused on his acting and producing career. And during this Christmas season, Davis has also spearheaded The Black Santa Company.

“For African-Americans, Christmas is probably the biggest time we all get together and feel good about who we are and our families,” Davis said. “But it’s also a time where we do all we can to make sure that holiday is fulfilled. For me, if we are going to put that much emphasis on the holiday from a religious standpoint or not, we should have some type of representation, content and brand where someone is speaking for us.”

“Every Christmas has the same Santa Claus and he looks different from us. My argument was there has to be more than one Santa Claus and there has to be a Santa Claus that represents black people.”

Davis came up with The Black Santa Company idea after he received a great response when he dressed up as Santa Claus during Halloween last year. After that, he trademarked “BlackSanta.com” and developed the company that he hopes will make people “celebrate the magic of good.”

I just started doing a bunch of research, talking to people and finding people who collected black Santa Clauses,” Davis said. “They spend the whole month trying to find the right gear and the right stuff. For one, I didn’t want to have a company that wasn’t just about selling product. It was also about bringing us together, getting us in the spirit of giving, celebrating diversity in ourselves and others, being proud of who we are.”

And the joy of giving. It’s always better to give than receive.

Davis said it was important to develop positive African-American characters that the rest of the world could see. The first character in The Black Santa Company is, quite naturally, a Black Santa Claus.

Kids can dream and look forward to having that opportunity to be something by having a character that looks like them, talks like them and that they can relate to. Also, someone that is popping around year-round, because if we can fill that same holiday spirit we have at Christmas throughout the year, that is going to allow opportunities to do more, see more and grow more.”

The Black Santa company is growing in popularity day by day. Davis’ initiative is an incredible way not to let the great plan die and be forgotten. Santa is the character filling people’s hearts with joy and hope and African –American kids need these joy and hope more than anyone else.

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