Claima’s Bimma Williams on Larry Miller’s Words of Wisdom and What Saucony Taught Him About Running a Business
The 2023 Black Footwear Forum provided countless captivating moments from the Pensole Lewis College of Business & Design in Detroit last weekend. Claima’s Bimma Williams was front and center for several of them.
Aside from several footwear industry powerhouses wearing his upcoming Saucony 3D Grid Hurricane collaboration on stage, Williams — host and co-founder of the Claima podcast and creative agency — was a recipient of a Blacklight Award, which recognizes the accomplishments of designers, retail moguls and others. Specifically, Williams went home with the Entrepreneur Award, which was presented by last year’s winner, retailer James Whitner.
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What’s more, Williams delivered one of the most compelling conversations of the four-day event, which was held from Sept. 21-24. The entrepreneur had a one-on-one conversation with Jae Tips, a self-taught designer who created one of this year’s best collaborations, a reimagined Saucony Grid Azura 2000.
With this year’s event now complete, Williams revealed to FN the lessons he learned from the 2023 Black Footwear Forum and offered a look at the future of Claima.
What moment resonated with you the most from the forum this year?
“The entire experience itself. This was my first time seeing Pensole Lewis College and it was breathtaking. To see [school founder] D’Wayne [Edwards’] vision grow from the operation in Portland to 460,000 square feet in Detroit is just incredible. On top of that, being around so many Black footwear professionals was like being home. No code switching, just the ability to be 100 percent authentic. The future of the industry is very bright.”
What did you learn from the weekend that you can apply to both the Claima podcast and the creative agency side?
“[The best quote was:] ‘If brands aren’t authentic, they aren’t going to survive,’ from [Jordan Brand chairman] Larry Miller. Hearing from Larry and some of his insights from building Jordan Brand was a huge help. It’s easy to take whatever opportunity that comes your way, but all opportunities do not authentically line up with your brand. It was reassuring to me to maintain our values and continue down the focused path that we’re on.”
What gave you the confidence to launch your own company after being inside the major corporate system?
“After being at three different brands, I knew how those systems worked. After being at Saucony, I understood how to run a business from end to end. I understood how to put systems and processes into place and I understood how to manage people. All of the signs in 2020 told me it was time to be on us. We had clients in place, I had a safety net of cash, and if it all failed, then I figured the experience gained would allow me to find a job.”
What is the greatest lesson you’ve learned since stepping out on your own?
“Having a clear vision of your purpose and sticking to it has been critical to our success. If you don’t have a purpose, it’s hard to imagine how you’ll be able to gain traction and become successful. I say this because, if clients or consumers are clear on what you offer, they’ll go to whoever presents that information more clearly. Also, folks want to support people they can trust and believe, something bigger than just money. So having a purpose solves all of those things.”
Do you ever miss working for a major footwear brand?
“I miss the people. I’ve made friends that will last me a lifetime while working at different brands. But I’m very excited about my day to day now and what we’re building through Claima.”
Looking ahead, how will Claima evolve?
“We want to reach more Black and brown creatives. [We’ll have] different shows, whether web based, streaming or TV — and experiential concepts that can take place in different markets. Also, unique product collaborations like we’re doing with Saucony.”
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