Yo Creatives,
It’s with a mix of emotions that we announce the conclusion of Claima Stories after four incredible seasons. This podcast began as a platform to share those lesser-heard voices of Black and Brown creatives within the sneaker industry—voices that resonated with our own stories of ambition and resilience. Today, I’d like to share some lessons that have deeply impacted me and hopefully, they’ll inspire you to bring your own visions to life.
Be Disruptive
From day one, my aim was clear: to highlight the stories that weren’t getting airtime. There was no point in echoing what was already out there. The untold tales that captivated me were those of Black and Brown Creatives and Professionals shaping the sneaker industry.
This mission became evidently disruptive during my tenure at Nike, where I faced resistance from higher-ups for interviewing individuals from rival brands and establishing a narrative outside of the corporate sphere. Despite this, the encouragement from media outlets like Footwear News and Sole Collector, and the overwhelming support from you, our listeners, helped Claima Stories rise to the top of Apple Podcasts globally.
Disruption is about setting a bold intent, overcoming the hurdles, and ultimately being recognized for daring to be different.
Be Open To Receiving Help
Every endeavor thrives on collaboration. From production assistance to learning how to engage sponsors and booking talent, help was essential. A standout moment was our interview with Nuwoe Goteh during the finale of season one—a chapter that remains a favorite among fans.
Nuwoe and I worked together at Nike Catalyst (also known as Nike NRG), and his episode piqued the interest of Jesse Stallok, the CMO at Converse at the time. Jesse, impressed by Nuwoe's endorsement, quickly turned Converse into our exclusive sponsor for Season 2, and I had the opportunity to interview visionaries like Virgil Abloh, Issa Rae, Tyler The Creator, Tremaine Emory, and Joshua Vides.
Nuwoe's support was instrumental in propelling Claima Stories to new heights.
Fully Commit Yourself
When I first floated the idea of starting Claima, I was met with noncommittal shrugs from colleagues—not out of disrespect but due to the commonality of unmaterialized dreams. However, when I presented at the Black Footwear Forum on August 11th, 2019, my commitment turned from concept to reality.
By June 2020, I made the leap to leave Nike and fully dedicate myself to Claima Stories. It was very nervous about the move, but my passion was with being a creative entrepreneur. Fully committing allowed me to pour my entire energy into making Claima Stories a success—and it paid off.
Create A Marketing Strategy
Marketing was a major driver behind the success of Claima Stories. Let's revisit the 2019 African American Footwear Forum. This event was the perfect platform to introduce Claima Stories to an engaged audience of aspiring and established Black and Brown creatives. The immediate response was overwhelming, and the presence of the press magnified our reach, eventually leading to our feature in the February 2020 Black History Month coverage.
And don’t forget the strategic use of our purple branding—the color of equity—that has become synonymous with Me and Claima Stories. This wasn't just about aesthetics; it was a calculated move to embed our identity in the minds of our audience.
Figure Out What’s Next
Though Claima Stories is concluding, my journey in empowering creatives is far from over. I’m excited to pivot towards a new role as a Collab Marketing Consultant for brands and creatives in the Sneaker and Streetwear industry. Also, I’m currently developing a new content series that I’ve been teasing on Instagram. Stay tuned, as I’ll be sharing more about this project very soon.
Thank you for believing in my vision and supporting our shared journey. To know that our work has changed the lives of many creatives fills me with immense pride. Although this chapter is closing, I am eager and ready for the next adventure. Here's to future creations and making our dreams a reality.
Much love and claim a seat,
Bimma Williams
Revisit your favorite episodes here.