Providing our brand as platform, this year’s ‘Love Unites’ campaign will spotlight the adidas partners who are active members and supporters of the LGBTQ+ community, a collective of athletes and artists who have made incredible strides forward as champions of inclusivity. The product served as a symbol of our rich history in sport merged with our long-standing support of the LGBTQ+ movement. Our first-ever Pride Pack was released in 2015, developed by a group of adidas employees who came together to explore ways they could create more meaningful products for a coming PRIDE march. This ‘DIY’ aesthetic is what inspires the fluid geometries as well as the expressive and layered graphics seen throughout the collection, which includes special Pride colorways of classic silhouettes like Nizza, Forum, UltraBoost 5.0 DNA and AdiZero Pro V1 as well as a colorful line-up of apparel from bucket hats and jumpsuits to sports bras, shorts and jerseys.
With pieces spanning style and performance wear, the expansive collection looks to hero a ‘Do It Yourself’ (DIY) visual aesthetic born from the LGBTQ+ communities who had sought to create their own spaces for self-expression. As a celebration of the love that connects us all, we are taking our long-running ‘Love Unites’ platform global for Pride 2021. Tomorrow we will release a 30+ piece Pride collection alongside a global campaign spotlighting influential members and allies of the LGBTQ+ community.
