Music, love and legacy power Genesis’ latest cultural storytelling

Rolling Out has renewed its partnership with Genesis Motor America to launch Driving Imagination Forward, the 2025 edition of the Because We Met campaign.

The initiative continues to celebrate the influence of historically Black colleges and universities (HBCUs), highlighting the role of culture, connection, and community in shaping achievement.

Now in its third year, the campaign features musician Avery Sunshine and her husband, guitarist and producer Dana Johnson. As alumni of Spelman College and Morehouse College respectively, they share how their HBCU experiences shaped their careers, inspired their creativity, and ultimately brought them together.

The campaign showcases the 2025 Genesis GV80 Coupe as both a visual and symbolic centrepiece. With its athletic profile, diamond-stitched Nappa leather seating, 27-inch panoramic OLED display, and customizable ambient lighting, the GV80 Coupe is positioned as a statement of style, performance, and purpose.

Amy Marentic, Chief Marketing Officer, Genesis Motor America: "The artistry showcased in our collaboration with Rolling Out honours the legacy of HBCUs and their profound and lasting impact on their students and alumni."

Munson Steed, CEO and Publisher, Rolling Out: "Cultural creativity through the Genesis collaboration has manifested an amazing journey—spotlighting HBCU alumni, influencers, and content creators—and telling powerful stories through luxury-designed vehicles that elevate the advertising narrative to one of true excellence."

Because We Met remains focused on celebrating shared purpose and cultural legacy, positioning Black excellence as a defining force from HBCU campuses to the highest levels of creative achievement.

www.rollingout.com

www.genesis.com

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