It started as a joke, defended into a bad joke, and is now just lame. The name is itself racist, implying that you have to tell people that black people's lives matter - as though maybe it hadn't occurred to them. If nothing else, it's shit branding. Black Panthers is at least a cool brand name.
Black Labs Matter
Bushnell's Black Label Matters
Black Mollies (the fish) Matter
Black Bears Matter
Black Tuxes Matter
Black Fridays Matter
Black Cats Matter