Watch: Baron Davis and the Black Santa Co. Deliver Melanin This Christmas

Move over, Kris Kringle; there is a new Santa in town. And he’s black.

Founded by former NBA player Baron Davis, the Black Santa Co. hopes to offer a black hero, a figure for children to look up to. This Santa is not to be confused with Nas’ black kneeling Santa or Larry Jefferson, the first black Santa to spread cheer in the Mall of America in Bloomington, Minn. If you’ll notice, Davis’ Black Santa has a striking resemblance to the former pro-baller, and he exists for a different reason.

“The Black Santa Company is a storytelling-products company that celebrates cultural diversity, the joy of giving and the magic of good,” Davis told The Root. After dressing up as Santa for Halloween and receiving rave reviews, Barron decided to launch the company, which will introduce Mrs. Claus in February.

“We as African Americans spend so much money … $93 billion … after every Christmas, and it goes nowhere," Davis said. His hope is that some of the money will be circulated within the black community. The Black Santa Co. sells a bevy of holiday gear—T-shirts, baby clothes and the classic ugly holiday sweater. After all, what would Christmas be without the ugly sweater?

Now Black Santa is officially among a cadre of heroes. After all, the world could use another black Santa.

See the full interview below:

Felice León is multimedia editor at The Root.