PRIDE ADIDAS 2021
Adidas puts out a yearly apparel and footwear collection celebrating Pride and the LBGTQIA+ community. I had the pleasure of leading the 2021 collection from concept to launch. We really wanted to tell an authentic story that can be worn and celebrated throughout the year, not just during Pride. Brands tend to throw the rainbow on their collections and call it a day, we really wanted to push the overall creative direction and really create something impactful. The overall identity of the collection is centered around the idea of D.I.Y. (do it yourself) and how integral this D.I.Y. culture is to the LGBTQIA+ community. Wether it be through costumes, zines, posters, etc. the community has always created their own way of expressing themselves. The idea that “without vast resources something beautiful can still be created” is the driving force behind this collection. You can see this come to life through the apparel, footwear, posters, graphics. A prime example of this is the “LOVE UNITES” word-mark, which was created using typography from the posters of the first Christopher Street Liberation Day March which later became know as the Pride Parade.
IDENTITY / BRANDING / TYPOGRAPHY / LAYOUT / PRODUCT / CREATIVE DIRECTION
The 2021 Pride collection was highly successful and celebrated worldwide by the LGBTQIA+ community and their allies. This was the first global launch of a Pride collection by Adidas and saw every function of the brand join in the celebration. There were so many amazing moments from social media to workshop activations in Adidas retail stores. The highlight moments happened for the first time on the field of play, specifically in the world of football. World renowned clubs like Ajax and the Orlando Pirates used the collection as pre-match kits to celebrate the LGBTIA+ communities. Mats Hummels of the German National Team wore a shirt from the Pride collection during a Euros press conference to protest UEFAs decision to deny the federation’s request to light the stadium up in the colors of the rainbow. The MLS celebrated Pride with their specifically designed pre-match kit and on field Pride branding.