adidas: Pride Integrated Campaign

PRIDE PROUD

To celebrate Pride Month, adidas Originals launched the “Pride Pack”: a collection of unique products celebrating the LGBTQ+ community. We were honored to be asked to create the campaign.

A group of people dancing and cheering each other on.

From Small Project to Global Conversation

We focused this campaign to celebrate the power of the queer creator community right here in Portland, collaborating with a team of passionate creators, models, musicians, artists, athletes and friends.


A portrait of a Nicolo Gentile holding a ball against a green background
A portrait of Chanti Darling, wearing a tropical print button down tee shirt, with his hand over his eyes, nails painted bright yellow, against a blue background.
A portrait of the Last Artful, Dodgr, wearing a yellow hoodie, against a purple background.

Our Pride Runs Deep

At Happylucky, you’re either a member of the queer community or you’re an ally. We felt a personal connection to Pride and what these products represent to the LGBTQ+ consumer, and that’s why it was important that the campaign be based in truth. Real people’s real truth. We collaborated with members of the community to share the core message: LOVE UNITES.

The campaign hit retail, social and .com, generating global attention and positive recognition for fully empowering and engaging the LGBTQ+ community from concept to execution.


Che Che Luna leans back, mid-dance, against a red background.
Chanti Darling holds an electric keyboard plugged into an amp, standing in a blue space.
The seeding kit contents laid out: a black tube container with an iridescent adidas trefoil logo, the I-5923 Pride Pack shoe, a branded nylon bag, a necklace with triangle charm, purple triangle enamel pin, a Milk Makeup holographic stick and trefoil makeup stencil, a folded Love Unites pride flag, and a card insert with gift messaging and the tagline Love Unites.

Community Likes,
LGBTQ+ Youth Lives

Working closely with adidas’ Social Purpose Team to address cultural tension around brand inauthenticity, we built something that matters to the community, transforming adidas into a true LGBTQ+ ally. Along the way, these campaigns also raised $260K for LGBTQ+ youth-supporting non-profits.


A group shot of all the featured Portland queer creators, artists, athletes and models in the campaign.

WHAT DRIVES US

#Diversity + Inclusion
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