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Adidas: ‘Prouder’

Well, here’s a fabulous thing in this week of Pride. July 3rd saw the global unveiling of the adidas ‘Prouder’ campaign, an exploration and celebration of unity, equality and originality throughout London Pride Week. The campaign brings together global creatives to support the message of LBGTQ+ Pride, from those within the community and from allies.

“The Albert Kennedy Trust is pleased to be supported by the ‘Prouder’ campaign this summer. As the national LGBT youth homeless charity, we are always looking to raise awareness and vital funds to support the work we do to provide safe homes and support to young people who face homelessness just for being brave enough to come out to their families. With 24% of young people facing homelessness identifying as LGBTQ+, the positive and supportive message from the ‘Prouder’ campaign and the auction of the adidas Samba trainers created by the supporters will help to ensure that no young person has to choose between a safe home and who they are,” says Tim Sigsworth MBE, Chief Executive, The Albert Kennedy Trust.

Participants in adidas ‘Prouder’ have each customised a pair of the iconic adidas Samba shoes to their own individual style and sense of Pride. These unique sneakers will be auctioned off via an eBay silent auction across the world. This started on July 3rd. The adidas Samba was selected for this project due to its iconic status across sport and culture since its inception. adidas ‘Prouder’ creators: Albert Kennedy Trust & Sir Ian Mckellen, Amanda Lepore, Bella Freud, Blondey McCoy, Boy George, Chapman Brothers, David Beckham (with co-contributor Hannah Bentley, a student at Manchester Fashion Institute), Charlotte Tilbury, Edward Enninful, Elton John & David Furnish, Goldie, Henry Holland, Kate Moss, Liam Payne, Marc Jacobs, Naomi Campbell, Nick Grimshaw, Nick Knight, New Order, Paloma Faith, Pet Shop Boys, Pharrell Williams, Philip Treacy, Rita Ora, Sam McKnight, Skin, and co-contributor Hannah Bentley.

The adidas ‘Prouder’ call to action will be documented and explored in a unique film created by Nick Knight’s SHOWstudio – which will explore the ideas and theme of ‘Prouder’ with the creators – giving an insight into what the idea of Pride and being ‘proud’ means in 2018. Speaking on his involvement, Nick Knight, Director of SHOWstudio, comments;
“In these times, it is even more crucial to be original and to have pride in who you are and what you do. The ‘Prouder’ initiative is a way to give a voice to those feelings, so I’m very happy that SHOWstudio can do its part by working with adidas and Fat Tony to bring together both awareness and also more substantive support.”

The customised adidas Sambas will be on display and open to the public at an exhibition/ installation at the HENI Gallery in Soho for London Pride Week until July 10th. The exhibition will feature each of the adidas Sambas alongside projections from the contributors explaining their involvement and individual concepts of being ‘Prouder’.

Entrance to the exhibition is free for all.

adidas ‘Prouder’ will culminate on the main day of Pride with adidas’ first ever Pride Float which willfeature the SHOWstudio work set to music and a performance by a live Samba band, followed by an invite-only after party at The Groucho Club in Soho, London.

HENI Gallery
29-35 Lexington Street

Header: design by Philip Treacey
Nick Grimshaw
Bella Freud