New York Knicks’ Moe Harkless Partners With The Prisoner Wine Company To Promote Social Justice Reform

NBA star Moe Harkless is using his platform to make a difference in the Black community. 

With time on his hands due to a suspended NBA season, Harkless in August launched Black Lives Now, a hub with resources to support social justice and Black culture, including information on Black-owned wineries, artists, restaurants, artists, music and mental health resources. .  

An oenophile (Harkless started collecting wines from around the world at the age of 21), the New York Knicks player has also partnered with the Prisoner Wine Company to help bring awareness to social justice reform through the lens of food and beverage. 

“My hope for this partnership is to leave a footprint and make an impact,” Harkless told For(bes) The Culture. “The Prisoner ties directly into what’s going on today if you just look at the name. My goal is to intertwine that and use the Prisoner’s platform to help push forward some of these programs that are supporting police reform.”

The Prisoner Wine Company has been highlighting social justice and equality through its labels. The brand’s flagship label was inspired by the well-known sketch “Le Petit Prisoner” by 19th-century Spanish artist Francisco Goya. The sketch is a part of a series created to be a visual protest against the injustice of the Spanish War of Independence. 

What the partnership will entail is still aerating. But the wine company is confident that this partnership, its first with a professional athlete, is the perfect pairing.

“Both our foundational artwork and our values stand against oppression while embracing creativity,” says Elisabeth Baron, vice president of marketing for the Prisoner Wine Company. “By joining forces with Moe, we hope to raise awareness of modern day injustices and drive change for a more equal society, while introducing new and diverse groups to the world of wine.”

In June, the Prisoner’s parent company, Constellations Brands, announced it would be investing $100 million in Black-owned drinks businesses over the next decade and would donate $1 million to the Equal Justice Initiative, with initiatives that align well with Harkless’ social justice efforts. The Equal Justice Initiative is now the official social impact partner for their campaign.

Harkless’ Black Lives Now also became a resource during the 2020 elections, encouraging people to vote. Harkless’s invisions continuing to find creative ways to interact with the Black community, bring social justice awareness and draw business to Black creatives going into the new year. 

“It’s not about donating the most money and getting the most attention for it,” says Harkless. “It’s about doing things out of the pureness of your heart and what actually speaks to you and being hands on with it.”