By John Polson, Founder – Black Sheep Performance Apparel
World Mental Health Day, 10th October 2025

Over the last decade, we’ve poured so much of ourselves into the conversation around mental health. At Black Sheep, we’re closing in on raising $400,000 through our Do Good Initiative, rallied thousands of people through The Man Ride, and helped turn silence into dialogue. I couldn't be prouder of our efforts, and more thankful for those who have believed in what we stand for.

But lately, I’ve found myself asking a confronting question: Are we actually making an impact? Or are we just shouting louder into the same void? It’s not defeatist. It’s honest. Because if we’re serious about changing lives, we need to be just as serious about questioning our own effectiveness.

Awareness Has Grown, But So Has the Problem

There’s no doubt we’ve come a long way. Ten years ago, stigma was the wall. Men in particular struggled to admit vulnerability, and sport was rarely the space to do it. I distinctly remember the trepodation of suggesting men's mental health required it's own spotlight, and the potential danger of austrocising our female athletes by promoting something called Man Ride.  Now, the conversation is everywhere. “It’s okay to not be okay” has become part of the cultural fabric. 

And yet, the data doesn’t paint a simple picture. Studies show that while awareness has improved, reported rates of anxiety, depression, and distress have also climbed. Some researchers argue that we’re simply better at recognising and naming these experiences. Others believe the underlying issues are worsening. That awareness without structural change isn’t enough.

That’s where my doubt lives. In the space between good intent and real impact.

The Shifting Ground Beneath Us

I don’t think the challenge lies in the message. I think it lies in the world around it. In the last two decades, we’ve seen massive shifts in how people define purpose, family, identity, and belonging. The anchors that once helped us stay grounded; gender roles, community structures, religion, the role of men and women in family and society, have all evolved or, in some cases, eroded.

There’s been huge progress in equality, empathy, and emotional literacy, but also confusion, instability, and loss of meaning. For many, the pressure to redefine who they are has come faster than the support to navigate it.

That’s what we’re seeing in our communities. It’s not just “mental health” in isolation, it’s a response to seismic cultural change.

Beyond Awareness

I don’t want to be part of a brand that just talks about mental health. I want to be part of something that helps people adapt to the world as it is now, not the one we grew up in. And it's deeply personal for me.

Awareness alone doesn’t heal people. We’ll keep riding. We’ll keep running. We’ll keep raising money and starting conversations. But most of all, we’ll keep asking the harder questions. Questioning the systems, the structures, and the silent expectations that still shape who we’re allowed to be. And maybe that’s what we need most. Less noise, more honesty.

We'd love to hear your thoughts. Jump over to our Instagram post and drop a comment.

Author's Note

This World Mental Health Day, I’d love for you to throw your support behind Movember if you're in the position to do so. They are unafraid to have the tough conversations, to challenge what we’re doing, all to ensure that we are making tangible differences in the lives of those who suffer from Mental Illness. Donate here.