J. Alexander Martin, co-founder of the legendary hip-hop fashion brand FUBU, stood thoughtfully behind the mic at Memphis City Hall, contemplating the question from media: Why did FUBU choose Memphis to host its new For Us By Us Awards Show?
“You know, sometimes, you come to a place. . . and you can just feel it, y’know?” Martin said at a Wednesday afternoon press conference. “It’s not something you can really put into words . . .” At which point, a fire alarm went off, interrupting the news conference.
So sound the alarm, Memphis: The For Us By Us Awards and Festival are coming to the Cannon Center August 14–17, bringing a burst of hip-hop music, fashion, film and more over the four-day weekend.
Organizers estimate the weekend could generate $30 million to $50 million in economic impact for the city, drawing thousands of visitors and shining a national spotlight on Memphis’ rich cultural contributions.
Martin, whose FUBU brand has sold more than $6 billion in products since its founding in 1992, said the event will honor trailblazers in music, film, fashion and social justice.
“This is more than a celebration,” Martin said. “It’s about recognizing the people who built the business of hip-hop—the influencers, designers and creators who laid the foundation for the culture we live in today.”
Mayor Paul Young welcomed FUBU to Memphis with enthusiasm.
“When I first met the FUBU team a couple of weeks ago, we had a great discussion, and the energy just clicked,” Young said. “As America’s largest majority-Black city… the FUBU and Memphis alignment just felt right from the start. We’re excited about their announcement and look forward to welcoming their creative energy into our city for many years to come.”
The festival will include live performances, panels and networking opportunities for creatives and entrepreneurs. FUBU also aims to make the event an annual tradition, further embedding itself in the cultural fabric of Memphis.
“Memphis is an incredible city with incredible people and an incredible environment,” Martin said. “Its rich cultural history aligns perfectly with FUBU’s mission and mantra of ‘For Us, By Us.’ When I came here, I could just feel it—the energy, the connection and the potential for something special.”
