In the midst of Pride Month, adidas delivers the Prouder Pack comprised of a series of reworked iterations of its iconic Samba silhouette. To do so, adidas and UK-based DJ Fat Tony taps members and supporters of the LGBTQ+ community to participate in the new designs. Notably, the new Samba shoes are created in support of the Albert Kennedy Trust. It is a voluntary organization based in the UK and dates back to 1989 -- it supports young LGBTQ+ members in dealing with homelessness and harsh living circumstances.
To honor the work of Albert Kennedy Trust, adidas recruits a series of names including the Chapman Brothers, Elton John, Rita Ora, Skunk Anansie, Blondey McCoy, Pharrell Williams, Marc Jacobs, Edward Enninful, and much more. The celebratory sneakers will be released on July 3rd at an eBay auction.
Why This Trend Is Growing
- Pride-inspired Sneaker Collaborations
- Collaborating with LGBTQ+ community members and allies to create unique sneaker designs that celebrate and support Pride.
- Corporate Social Responsibility Partnerships
- Partnering with charitable organizations like the Albert Kennedy Trust to raise awareness and support for LGBTQ+ members in need.
- Limited-edition Charity Auctions
- Hosting online auctions to sell exclusive sneaker releases and raise funds for important causes related to the LGBTQ+ community.
Industries Being Reshaped
- Footwear
- Opportunities for footwear brands to collaborate with diverse communities and create inclusive and meaningful products.
- Fashion
- The fashion industry can embrace Pride Month by initiating partnerships with LGBTQ+ organizations and supporting relevant causes.
- E-commerce
- Online marketplaces provide platforms for hosting charity auctions and engaging consumers in philanthropic activities.
