500 Free Bikes
Black On The Block is returning for its fourth year to give away 500 free bikes to Milwaukee youth. The family-friendly event will take place on June 21, 2025, from 12 p.m. CST to 5 p.m. CST at Black Market located at 1935 W. Hampton Ave. in Milwaukee.
Along with free bikes, Black On The Block will feature free food, a bounce house, and music.
Black On The Block is an annual event held through the JAY Academy founded by Milwaukee native and philanthropist Eric “Shake” James. As a man of the community, James noticed the lack of bikes at schools in impoverished neighborhoods. He saw bikes as more than just an activity for a kid to enjoy but also a tool to better their health, so he created Black On The Block.
Each year Black On The Block gives away more bikes than the previous year starting with 100 bikes in its first year.
How to Receive A Free Bike
- Kids must be present.
- Two bikes per family. No exceptions.
- Wristbands will be passed out to avoid line-skipping.
In Honor of Jam Master Jay
James was 14 years old when he met and became best friends with Jason “Jam Master Jay” Mizell from the iconic Hip-Hop group Run DMC. According to OnMilwaukee, James was invited to play basketball with Run DMC through a friend while they were in Milwaukee. That one interaction led to James touring the world with Run DMC. Along the way, Mizell would give away Adidas apparel, which he received from the group’s Adidas endorsement deal, to underserved communities.
After Mizell’s passing, James was devastated but also wanted to find a way to authentically honor his friend. In 2008, through a partnership with Adidas, James hosted his first back-to-school giveaway in Milwaukee. Adidas provided 50 pairs of shoes, bookbags, hats, and socks. Since then James has hosted many giveaways and community events, awarded scholarships, and has changed lives in Milwaukee.
“I’m going to do what he did and I’m going to give back,” said James.
For James, the nonprofit work started in 2008 but it became official in 2020 with the creation of JAY Academy. JAY Academy focuses on financial literacy, life readiness, arts education, wellness, and more. Black On The Block is just one of many initiatives of JAY Academy including its yearly basketball tournaments for local leagues.
JAY Academy and Adidas’s partnership extends into Milwaukee schools where Adidas designers work with students to design shoes that answer the question, “What does 414 look like to you?”. The designs are then turned into real shoes and are gifted to the students.
James said the shoes are just a vessel to give Milwaukee youth unique opportunities and access to resources.
“I’m trying to help any kid who’s trying to figure it out,” said James.
Through the shoe designs, James is also educating the students on ownership. According to a McKinsey Institute for Economic Mobility 2024 report, Black consumers’ spending on apparel and footwear will grow by about 6 percent a year to $70 billion dollars by 2030. James teaches students about the roles behind shoe design, showing them they can create and own their ideas.
“These things should be attainable for kids,” said James.
James also owns Clicks Sneaker Boutique in Milwaukee.
Future Community Center
JAY Academy acquired the Memorial Lutheran School from the city of Milwaukee, with plans to rehabilitate the building to be used as an education and community center. James is looking to bring back the feel of the “old” Boys and Girls Clubs that provided spaces for kids to have fun while learning and cultivating life skills.
“It was just so much to keep kids occupied,” said James. “…that’s what I’m about to do with JAY Academy…[bring] that real community feel back.”
Plans for the community center are currently in the works. The nonprofit is accepting donations, volunteers, and is looking for new partnerships.
