ADIDAS PRIDE PACK

We Made Love (and Likes)

This project holds a special place in our hearts, not least because it was a small project that turned into a global conversation. To celebrate Pride Month, we created a campaign for adidas Originals that championed inclusion and togetherness. We refocused with passion and purpose to celebrate and empower the queer creator community right here in Portland – working with all-local models, musicians, artists, athletes and friends to create a community-based campaign.

Opportunity:

Knowing the importance of both authenticity and truly showing up for the community, we needed to find a genuine way to be a part of a global Pride conversation.

Approach:

We built trust with this community by launching in a place that's true to adidas and true to queer culture: Portland. In the backyard of adidas NAM HQ, we shone a real, positive light on the importance and impact of supportive local communities on the lives of queer kids.

Result:

A small project turned into a global conversation. In 2018 we raised $10K for local Portland nonprofit SMYRC, and in 2019 we were able to increase that to $250K for suicide prevention and crisis intervention organization, The Trevor Project