Starting the pre-season of Pride Month on the right foot!
On Wednesday, May 15, Adidas launched its official 2024 Pride collection and announced that it was co-created with Brazilian drag superstar Pabllo Vittar.
This new Pride campaign features LGBTQ+ athletes like British diver Tom Daley and Women's National Basketball Association (WNBA) star Layshia Clarendon. Adidas claims in its official release that "43% of [people in] the LGBTQ+ community don't participate in sport regularly," even though "nearly 50% would like to participate more."
With that in mind, this Pride collection from Adidas has been designed to celebrate athletes who feel confident in and comfortable with themselves. The company is also furthering its partnership with Athlete Ally — an organization that aims to "end homophobia and transphobia in sports."
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Vittar wrote the following statement:
"Pride is very important to me, so I am deeply honored to create a collection with Adidas to celebrate our community. My aim for the collection was to expand the lens we're seen through — a color palette that embodies and celebrates the wide spectrum of identities across our community, and the culture it influences."
Ashley Czarnowksi, the senior director of Adidas Global Purpose, wrote:
"Our year-round collaboration with Athlete Ally works towards addressing the barriers to sport — fostering a more diverse, equitable, and inclusive world where everyone has access to participate."
Hudson Taylor, a founder and executive director at Athlete Ally, wrote:
"Since beginning our partnership in 2020, together with Adidas, we have made great strides to drive greater allyship and more equitable practices in sport. This summer, we continue our work together with the third Athlete Activism Summit where we hope to further break down barriers by providing the relevant education and tools to create greater athlete-to-athlete advocacy."
At a time when so many companies are actively dismissing LGBTQ+ athletes and turning their backs on our community as a whole, it's lovely to see this much support from Adidas — not only in the creation of collections and as the stars of marketing campaigns, but also through connecting with organizations that are doing the work for more inclusion in sports.
Scroll through to check out official pictures from the "Adidas x Pabllo Vittar" collection, which is now available on Adidas.com.
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