VH1’s ‘Growing Up Black’ Creator Heather Haynes Talks Shoe Deal With Nike And Empowering Black People With Opportunities In Television

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On Thursday October 13, video producer, marketer and the creator behind VH1’s digital series, Growing Up Black, Heather Haynes was honored during Clark Atlanta University’s 40 Under 40 Ceremony. 

The celebration took place during CAU’s homecoming highlighting professionals who have been able to make a difference in their communities and respective industries.

The New Orleans native was described as the “poster child for Black Girl Magic” by 360’s own Terri Pough. However, Heather had to give thought about why she should be recognized, 

“I was nominated by my husband (Andrew Toliver), how cute is that? He was like, ‘I see you’re working hard and you deserve this honor.”

As she went through the application process, Heather realized she had to give a better look at her work history and the successes it produced,

“I was selected and honestly I never really reflected on my career on my journey until this moment because the [voting committee] makes you,” she said.

The HBCU graduate continued, 

“It was a very special time for me to sit back and reflect on how far I’ve come.”

During the exclusive interview, she detailed about Growing Up Black, her collaboration with Nike and the importance of mental health as she balances the demands of her career.

When asked how the VH1 show originated and her passion for storytelling, she said, 

“Growing Up Black was a series that was an idea in the heart of the Black Lives Matter movement. When I turned on the news, it was just a lot of Black trauma and granted that was a reality but it’s also very depressing.”

She added, 

“And I didn’t want the general population to say ‘That’s all Black people are.’”

The show tells the stories of Black people all living different lives and how similarities unite us. Cities such as Atlanta, New Orleans, Detroit and Chicago have all been featured on the inspiring show.

How Heather Got Her ‘Foot’ In The Entertainment Industry

While attending CAU, the network veteran pursued a B.A. in Mass Communications. Given the city’s rich ties to entertainment and music, it’s not hard to see how her road led to the use of her platform to help and inspire others. 

In her early beginnings, Heather actually used Twitter campaigning that she’d “Intern for Free.” Columbia Records caught wind of her efforts and offered her a spot at the powerhouse label. 

As she transitioned from that opportunity, the former production assistant is now the Global Marketing Manager at Netflix.

Recently, she inked a deal with Nike to create the Nike Dunk Low ‘Clark Atlanta University’ shoe. It features the school’s red, black, and gray color scheme,

“It feels unreal to work with the biggest brand in the world, and create a sneaker that represents my HBCU, and [CAU] was only one of four HBCU’s selected,” she said.

As a lover of fashion and sneakers, Haynes said it hasn’t really “hit” her yet, adding a new notch on the resume,

“Everybody and their mama were blowing my phone up and and I was like ‘Oh my God.’”

Heather links her career highlights to being around good people and “intentional” in the spaces she’s in, 

“At the end of the day, I’m grateful for everyone that’s involved. Everyone’s job is important to me.”

The former production assistant gave insight on maintaining mental stability amid her career demands saying,

“I do not know the real answer to that. Besides my faith and my husband plays a big [role] in that.”

She added, 

“I do think my husband is a huge supporter of that. Like he tells me, ‘I am your assistant, just delegate.’”

The newlywed got engaged to Andrew Toliver on National Black Love Day (February 13) in 2021. They met while on the camps at CAU where Toliver also graduated from. 

“I was walking from class and noticed him sitting outside on the promenade and complimented him on his eyes,” she said.

Her husband-to-be responded and asked, 

“Well, when are we getting married?”

Apparently that paved the way for their wedding which took place this year in New Orleans. Not only that, Vogue did an entire feature of her “fairy tale” ceremony. 

Despite all of her accolades, Heather said there’s one thing she does constantly while navigating her career,

“You have to give yourself grace,” she explained.

In addition to cultivating shows on Netflix, the business mogul has expanded her brand through Homegurl Entertainment. Heather’s goal behind manufacturing a new venture is to help provide creatives a space to foster and nurture their ideas.