This is the German sports brand’s pledge to support the true meaning of Pride and the principles behind it
Adidas is joining the global celebration of Pride with its newest iteration of Love Unites, a campaign that champions love’s power to change lives. Love Unites marks a global call for people to come together in recognition of the movement’s extraordinary advances since the NYC Stonewall Riots, and its mission towards growth and equality.
“We believe through sport, we have the power to change lives,” says Emmy Negrin, Adidas director of diversity and 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.”
Paying homage to the LGBTQ+ community, iconic artist Keith Haring, and the principles of acceptance and inclusivity, the brand has also dropped the Originals Pride Pack, which includes iconic footwear silhouettes—Ozweego Pride (P6,500), Continental 80 Pride (P5,300), and Nizza Pride (P4,000)—reimagined in beautiful rainbow colors.
On top of the new Pride pack, Adidas will also support the The Trevor Project, the world’s largest suicide prevention and crisis intervention organization for youth of the community, by donating $250,000 to assist the organization’s agenda of creating more awareness for its cause.
Adidas has also enlisted key figures such as 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 an intimate short film.
The collection is now available via adidas stores nationwide, adidas.com and select retailers.