adidas joins the global celebration of Pride presenting the newest iteration of Love Unites—a variety of programming that celebrates the proud and unapologetic.
Debuting the first week of June, the campaign 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 unwavering mission towards growth and equality.
“We believe 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.”
Contributing to the resilient LGBTQ+ movement, adidas will support the The Trevor Project, the world’s largest suicide prevention and crisis intervention organization for youth of the community. The brand will contribute financial assistance of $250K to the organization’s agenda to further incite wider awareness of its cause.
To help bring the campaign to life, adidas enlists 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.
Through its ongoing partnership with the Brooklyn Museum, adidas supports a special iteration of First Saturdays fully dedicated to Pride. The exhibition entitled Nobody Promised You Tomorrow, features twenty-two LGBTQ+ artists who pay tribute to the 1969 Stonewall Uprising. Through an evening of music performances, film, live art installments, and more, the showcase will pay reverence by uplifting the community and fostering courageous dialogue and connection through the featured work on view. Full programming for the Brooklyn Museum is available at www.brooklynmuseum.org
Paying homage to a true champion of the LGBTQ+ community, the brand with the three stripes will also look to Keith Haring for inspiration during June, 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.
In line with this, adidas also released the Originals Pride Pack, which includes the Ozweego Pride (P6,500), Continental 80 Pride (P5,300), and Nizza Pride (P4,000).
The Pride pack is now available via adidas stores nationwide, adidas.com and select retailers.