Kendrix developed a passion for public relations early in his career working for the National Youth Administration for Georgia and the Republic of Liberia.

Kendrix began collecting statistics about African American consumers, concluding that, while overlooked by many major brands, they represented a significant potential market with increasing buying power. He knew that he could bring consumers and companies together for their mutual benefit.

Offering his public relations services to a variety of companies and entities, Kendrix was hired by some, rebuffed by others. While his firm handled many clients, including the Carnation Company, the Bahamas Development Board, the National Negro Publishers Association, the National Education Association, and the Ford Motor Company, his work with The Coca-Cola Company yielded his most visible and enduring legacy.

As the first Black athlete to play Major League Baseball, Jackie Robinson was famous, popular, and successful. Kendrix realized that Robinson was the perfect candidate to promote Coca-Cola to African American consumers. Kendrix's proposed campaign highlighted Robinson's status as a role-model for America’s Black youth to increase The Coca-Cola Company’s sales and profits.

Kendrix’s three-pronged proposal included advertising, public relations, and sales promotions. The program, sponsored by The Coca-Cola Company and its bottlers, would establish a national Jackie Robinson Club to combat juvenile delinquency and promote good citizenship. Children and teens could submit slogans or essays to win awards.