adidas Pride 2018

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.

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.

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.

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.