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FedEx Collaborates with Annie Leibovitz to Spotlight and Elevate Small Business Customers

Marking its 50th Birthday, Company Releases “Driving Passions” Portrait Series

FedEx Collaborates with Annie Leibovitz to Spotlight and Elevate Small Business Customers

Marking its 50th Birthday, Company Releases “Driving Passions” Portrait Series

Published 06-02-23

Submitted by FedEx Corporation

Person standing outside FedEx plane

MEMPHIS, Tenn., June 2, 2023 /CSRwire/ — FedEx Corp. (NYSE: FDX) partnered with legendary photographer Annie Leibovitz on an iconic storytelling series to celebrate the company’s 50th birthday on April 17. Named Driving Passions, this collection incorporates the power and possibilities of FedEx by showcasing three small businesses that represent the startups, innovators, and legends in the making—individuals and teams intrinsically connected by the innovative FedEx spirit bridging now and the next 50 years. The collection will be available on and on display at the Memphis International Airport.

“This campaign is an opportunity to celebrate our customers—the entrepreneurs and visionaries of tomorrow,” explained FedEx Chief Customer Officer, Brie Carere. “These three FedEx small business customers were chosen to be photographed to serve as a direct reflection of the modern FedEx brand— inclusive, innovative, and intelligent.”

Man and a girl with a prosthetic arm

Driving Passions portrait series tells the story of how the visionary founder of FedEx, Frederick W. Smith, brings the support and dream of entrepreneurship to small businesses full circle.

  • Unlimited Tomorrow was founded by Easton LaChappelle, a millennial inventor who wanted to create affordable prosthetic limbs using 3D printing technology. With his team of engineers, LaChappelle is changing lives by providing customizable prosthetics that are both personalized and functional.
  • Terra Beauty Bars is co-founded by three Brazilian-American sisters, one a U.S. Army Veteran, and their mother. The women cultivated their combined skills and heritage as building blocks for a small business success story. Terra provides award-winning products that are good for you, sustainably made, cruelty-free, plant-based, and always crafted with a dash of family love.
  • Ginjan Bros. is a beverage company founded by two brothers who wanted to share the taste of their African heritage with the world. Their signature drink, ginjan, is made from a blend of ginger, pineapple, and hibiscus, and enjoyed by people of all ages.

“Every day, these entrepreneurs break barriers and change lives with their innovative ideas, commitment to their customers, and products,” added Carere. “These photographs capture their essence in a way that is both authentic and inspiring.”
Lifting up customers has been the company’s top priority over the past 50 years, and it will continue to remain front and center as FedEx moves into the next 50.

Women on sitting on the ground dressed in black


Two men smiling with smoothie making things on a table


Woman working at a desk with kids crawling beneath her chair


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FedEx Corporation

FedEx Corporation

FedEx Corp. (NYSE: FDX) provides customers and businesses worldwide with a broad portfolio of transportation, e-commerce and business services. With annual revenue of $88 billion, the company offers integrated business solutions through operating companies competing collectively, operating collaboratively and innovating digitally as one FedEx. Consistently ranked among the world’s most admired and trusted employers, FedEx inspires its more than 500,000 employees to remain focused on safety, the highest ethical and professional standards and the needs of their customers and communities. FedEx is committed to connecting people and possibilities around the world responsibly and resourcefully, with a goal to achieve carbon-neutral operations by 2040. To learn more, please visit

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