This year’s Airing of the Quilts Festival, a popular event in Gee’s Bend that has become known throughout the South, has a new sponsor — and it’s a big one.

Global sportswear brand adidas will be the presenting partner of the fourth annual Airing of the Quilts Festival, set to take place on Oct. 4 in Gee’s Bend.

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The Gee’s Bend community has garnered national fame for its quilt making, which has been passed down through generations. The festival is an annual celebration that features quilt displays and sales, workshops, guided tours, food, music and more.

The event is also a chance to learn more about the rich history of Gee’s Bend and its quilt-making. Learn about the area’s Antebellum origins, through its significant role in the Civil Rights Movement, to its present as one of America’s most renowned artist communities after decades of under-recognition and disenfranchisement.

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“We are excited to welcome adidas as the presenting sponsor for the 2025 Airing of the Quilts Festival,” said Kim V. Kelly, executive director of the Freedom Quilting Bee Legacy. “adidas’ commitment to empowering communities through creativity and collaboration aligns perfectly with the festival’s mission to highlight the extraordinary quilts of Gee’s Bend and support the artistry and history behind them.”

The festival, which was named as an Alabama bucket list experience earlier this year by Garden and Gun, will take place on Oct. 4 at the Gee’s Bend Welcome Center in Boykin, Ala.

For more information, visit the Airing of the Quilts Festival website.