You never know who’s watching. In this case, it was Antonio Ricardo, an L.A. streetwear apparel company.

The founder of Ricardo London was watching an episode of Club Shay Shay — a one-on-one interview series on YouTube hosted by former NFL tight end and “Undisputed” sports debate show personality Shannon Sharpe — featuring NFL great and Colorado Buffaloes coach Deion Sanders.

Inspired by the discussion, Ricardo declared his company would donate five per cent of its profits to all 107 HBCUs in the U.S. to inspire other Black-owned brands to make a difference.

“It was during Deion Sanders’ ‘Club Shay Shay’ interview with Shannon Sharpe that Sanders asked what his distractors were doing on a regular basis to contribute to filling the funding holes that many Black colleges endure. It was (at) that moment that we decided to make giving to HBCUs on a quarterly basis part of Ricardo London’s outreach.”

The two discussed the state of America’s Historically Black Colleges and Universities (HBCUs), which have been historically underfunded. Sanders was previously a coach at Jackson State University (JSU), a historically Black college in Jackson, Mississippi, and discussed his experience getting support from alumni, college recruiting and more.

Watch the full interview between the two legends below: