The 67th annual Bronner Brothers International Hair Show and Convention in Atlanta, Georgia, kicks off this weekend with Ford as the presenting sponsor. This is Ford’s eleventh year as a collaborator of the trade show, which brings together natural hair industry experts from across the country, one lucky attendee with take home the keys to a 2015 Mustang.

“Ford’s commitment to diversity and inclusion is integrated across every aspect of the company,” said Shawn Thompson, manager, Ford Multicultural Marketing. “Through efforts with trusted brands like Bronner Brothers, we maintain the ability to drive deeper brand connections with multicultural consumers. This year marks the continuation of an exciting collaboration that celebrates black culture and its influence on creative beauty trends around the globe.”

Participants at the show will be able to experience and learn more about Ford’s latest products with activities including test drives (with the 2015 Expedition), engaging with an interactive booth display, giveaways, and celebrity appearances.

Ford will host a panel, “The Business of Natural Hair: Changing Landscape or Trend” on Sunday at noon hosted by LaTavia Roberson of R&B Divas Atlanta, with Jane Carter, CEO of Jane Carter Solutions, Tamika Day and Jamal Edmonds, natural hair stylists and 2013 Ford Top Ten Winners, Lexi, founder of www.lexiwiththecurls.com, and a surprise Grammy Award winner.

“We are introducing new ideas that put Ford front and center, while also re-energizing Bronner Brothers’ commitment to our core audience – most of whom are professional stylists and barbers seeking education and networking,” said Gerald Render, vice president, marketing, Upscale Magazine. “With Ford at the helm as presenting sponsor again, we have an extraordinary opportunity to deliver an experience that celebrates African American beauty and culture like no other.”

You can hashtag #Fordup and #BBHappyHair throughout the weekend to join the conversation.