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Dallas Wings Community Foundation's AMP.E.D. Initiative to Highlight Minority-Owned Businesses

February 6, 2024 - Women's National Basketball Association (WNBA)
Dallas Wings News Release


Arlington, TX - The Dallas Wings Community Foundation (DWCF) will feature Black-owned businesses throughout the month of February as a part of the organization's AMP.E.D. initiative. Standing for Amplify, Educate, Diversify, the Wings will highlight a different local Black-owned business every Wednesday in the month of February in celebration of Black History Month. This marks the second year DWCF's AMP.E.D. will use its platform to support Black-owned businesses. In additional, for the first time later this year, the team will also highlight the LGBTQ+ and Latina/LatinX owned organizations.

Businesses set to be featured this month include Cookie Society, Pink Toes Nail Bar, Pressed Roots and PureNRG Cycle. Each will be showcased with in-person interviews that will be posted on Dallas Wings social media platforms and amplified throughout the year and in-arena during the season. Special promotional deals for these businesses will be offered on Wings social media channels and the Dallas Wings website throughout February.

Cookie Society was founded by husband and wife duo Marissa and Jeff Allen. After an inspirational trip to New York City's famous bakeries, Marissa decided to create her own cookie recipe. Starting with a Chocolate Chip cookie, Marissa then created the famous Banana Pudding cookie, and the flavors expanded to over 70. Marissa and Jeff realized their passion could become a business, and after a year of brainstorming, Cookie Society was established in 2018.

Pink Toes Nail Bar was established by Kyla Porter in 2014, with its downtown Dallas location opening in 2019. Kyla knew that as an entrepreneur, she wanted a business that would stand the test of time that would provide self-care services to the Dallas community. Pink Toes Nail Bar was significantly impacted by the COVID-19 pandemic, but Kyla did not let that deter her from fulfilling this dream. This nail bar offers signature manicures and pedicures, guest experiences such as couples services and party packages.

Piersten Gaines founded Pressed Roots after numerous bad experiences in hair salons. She wanted to create her own luxury salon that catered to women with textured hair. Pressed Roots luxury express salon utilizes its own proven technique, known as The Pressed Roots Method, that avoids damage and gets customers out of the salon in about 90 minutes.

Co-founders Greer Christian and Janelle Wright joined forces in 2022 to launch franchise startup PureNRG Cycle, an indoor cycling and strength training boutique fitness studio. The studio offers a range of cycling classes designed to meet the needs of every client. The instructors bring diverse styles and electric energy to each class with curated playlists from every music genre which sets the right tone for each riding experience.

"Our passion as entrepreneurs extends outside our studio's walls and as a start-up franchise, we understand that business success is greatly impacted by community support of organizations like the Dallas Wings," said PureNRG Cycle Co-Founder Greer Christian. "We are honored and excited to have been selected for the AMP.E.D. program and look forward to collaborating with the organization and fellow entrepreneurs during Black History Month and beyond."

The DWCF is dedicated to amplifying local minority-owned businesses, specifically African American, LGBTQ+, and Latina owned businesses throughout the DFW Metroplex. The AMP.E.D. initiative highlights various companies, the services they offer, and the impact the local enterprises have on the greater community. The goal is to encourage fans and community members to diversify the brands and businesses they support.


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