ADIDAS JOINS the celebration of Pride Month with the newest iteration of the Love Unites campaign, debuting the first week of June. The campaign marks a global call for people to come together in recognition of the movement’s advances since the NYC Stonewall Riots, and its mission towards growth and equality.
“We believe [that] through sport, we have the power to change lives,” said Emmy Negrin, adidas Director of Diversity & Inclusion. “Real, positive change is possible when you harness the influence of sport. It’s on all of us to help create a world in which everyone feels safe and can show up as their authentic, unapologetic selves. We see you and we celebrate you, during Pride Month and every single day all year long,” she was quoted as saying in a press release.
As part of this, adidas will support the The Trevor Project, the world’s largest suicide prevention and crisis intervention organization for youth of the LGBT+ community. The brand will contribute a financial donation to assist the organization. For more information on The Trevor Project visit www.thetrevorproject.org.
adidas has also enlisted pop artist Ace Troy, drag performer Flawless Shade, Father of Kiki House of Flora Brandon Harrison, musician The Last Artful, Dodgr, pro soccer player Taylor Smith, and DJ Venus X to share their stories and experiences, and to reveal what Love Unites means to them through a short-film.
Through its ongoing partnership with the Brooklyn Museum in New York, adidas supports a special iteration of First Saturdays dedicated to Pride. The exhibition entitled Nobody Promised You Tomorrow, features 22 LGBTQ+ artists who pay tribute to the 1969 Stonewall Uprising. Full programming for the Brooklyn Museum is available at www.brooklynmuseum.org.
Paying homage to a true champion of the LGBTQ+ community, the brand looks to Keith Haring for inspiration this month, celebrating his lasting legacy and partnering with the foundation in his name. Haring’s instantly recognizable work can be found on some of the brand’s most iconic footwear silhouettes — the Rivalry Hi, Nizza Hi, and Stan Smith.
The Pride pack is now available via adidas stores nationwide, adidas.com and select retailers.