Driven by Detroit
From Benton Harbor to Wayne State, Joique Bell’s story has always been tied to Michigan. He carved his name into the record books, then went on to play for the Detroit Lions just miles from where he built his college career.
“When I played, I felt like I was playing for the city because I really was. I knew we were desperate for a winning culture here. So when I came here, I wanted to be a part of that”.
That same connection fuels his life after football. Today, Bell is an entrepreneur, co-owner of Parlay Detroit, and founder of U Charge Up, a mobile charging company designed to keep people powered while on the move. U Charge Up was featured at Automobili-D inside the 2025 Detroit Auto Show—placing his company alongside cutting-edge mobility startups from around the world.
“I think the Detroit Auto Show is one of the biggest events that we have here in the city. I think we’re known for that all over the world. People come here from near and far just to experience what we do here and I’m honored to be a part of a city that has something like that that the whole world recognizes”.
The Detroit Auto Show is one of the biggest events we have here in the city. I think that we are known for that all over the world. People come from near and far just to experience what we do here. I’m honored to be a part of a city that has something like that that the whole world recognizes
His relationship with the show goes beyond business. At the Detroit Lions tailgate during the 2025 Auto Show, Bell brought his trademark energy to fans.
“I had never done anything like that before—getting a whole crowd hyped before a game. For me, it was a great opportunity for fans to see a former Lion and just share that energy together. I’ve never been to anything like that at the Auto Show, and I think it’s important.”
For Bell, Detroit has always mirrored his own path.
“Detroit reminds me a lot of myself. No one thought that I would be in Detroit playing for the Detroit Lions, going to Wayne State from a small city of Ben Harbor, Michigan. No one counted on me to be able to make it to this level. And then once you get here, the average NFL career for a running back is 2.6 years. And for me to play seven years, almost eight and a testament to the grit that I had.”
Building also means giving back. Through the Joique Bell Charity, he’s spent 15 years investing in literacy and education.
“If you look at the statistics, too many kids in Detroit and across Michigan aren’t reading at grade level. And it’s not just here—it’s a problem all over the country. This isn’t just a Detroit issue, it’s a national one. I’m just doing my part to help combat it and give kids the tools they need to succeed.”
For Bell, every moment in Detroit — from running into the end zone at Ford Field, to launching businesses downtown, to showcasing at the Auto Show — is part of a larger story. It’s about resilience, giving back, and proving that Detroit will always rise.