Phil Terrill of SoleSafe secures one of several $25,000 NAACP Powershift Entrepreneur Grants

On October 14, The General partnered with Black Entrepreneurs Day for its second annual live-streamed event. The event took place at Harlem’s world-famous Apollo Theatre and was viewed by over 6 million people via Daymond John’s Facebook page worldwide.

As an extension of its partnership, The General awarded a $25,000 NAACP Powershift Entrepreneur Grant to Black entrepreneur Phil Terrill, founder, and CEO of SoleSafe, a company rooted in providing quality insurance for expensive and rare sneakers.

A look at our 2021 grant recipient, Phil Terrill 

Known for thinking outside of the box, Phil Terrill found an opportunity to capitalize on a massive, growing trend. With the primary sneaker market having a worth of $24B today and the ever-expanding resale market growing rapidly year over year, Phil wants to provide people that are spending money on shoes — especially those that are innovative and one-of-a-kind — with quality sneaker insurance.

Through SoleSafe, customers are able to feel safe when it comes to purchasing expensive and rare kicks, and with support and education provided by The General, SoleSafe will not only become the sneaker insurance brand insuring these remarkable sneakers and collection but a leader in the overall sneaker insurance space.

Along with this $25,000 grant, Phil will also receive one-on-one mentoring sessions with The General’s very own Elicia Azali to provide guidance and support to grow his business.

NAACP Powershitft Entrepreneur Grant Recipient

A recap of Black Entrepreneurs Day

In addition to The General’s NAACP Powershift Entrepreneur Grant recipient announcement, The General also presented Game Changer Conversations which featured Daymond John in inspirational and authentic one-on-one conversations with The General’s long-time brand ambassador Shaquille O’Neal alongside Tyra Banks, Rev Run, Marcus Samuelsson, and the first female Black billionaire, Janice Bryant Howroyd, as they shared pivotal moments in their careers.

Rounding out the event, Black female business leaders from the American Family Insurance Enterprise – Elicia Azali, Telisa Yancy, Sherina Smith, and Lauren Powell also participated in Black LeadHERshipA Black Women’s Roundtable presented by The General alongside Daymond John to speak on their experiences as Black female leaders and share insights, key takeaways and actionable items for Black women to utilize in their business ventures.

To learn more about Black Entrepreneurs Day, visit