For a second year running, adidas have announced a range of merchandise to tie in with Pride season across the globe.
Following the success of last year’s collection, this year’s limited-edition collection – named the adidas Pride Pack – again features rainbow-splashed versions of the brand’s classic Superstar design (re-released from 2015), a new twist on the Stan Smith shoe, LGBT Superstar track jacket and pants, t-shirts and vests. Prices start from £21.95 ($31.65/€28.33).
— adidas Originals (@adidasoriginals) June 1, 2016
A proportion of the proceeds from the sale of the Pride Pack will go to UK-based LGBT advocacy group Stonewall, which has campaigned around greater LGBT acceptance in sport with its high profile rainbow laces campaign.
In a statement on its Facebook page, adidas said that: ‘Proceeds from all sales will go towards creating a world where every single person can be accepted without exception.’
A Stonewall spokesperson said: ‘Adidas’ Pride Pack is not just stylish, but a strong statement of support for lesbian, gay, bi and trans equality. We are delighted that the brand has chosen to support our work with the proceeds of its latest collection, and that it continues to stand by the side of LGBT people around the world.’
Last week, Converse announced its own range of limited-edition Pride-themed sneakers – although it informed Gay Star Business that no proceeds from the sale of the shoes would be donated to specific LGBTI causes.
Earlier this year, it was revealed that adidas had included a clause within its sponsorship agreements with all athletes clarifying that sponsorship agreements would not be altered in the event of any sports star coming out.
Historically, one reason offered by those in the sporting world as to why more athletes don’t come out is fears over loss of sponsorship.
Adidas US – headquartered in Portland – scored 100 (out of 100) on the most recent Human Rights Campaign Corporate Equality Index.
The adidas Pride Pack is available online. Check out more images below: