LOOK: New Adidas Pride 2023 campaign is all about allyship

The new capsule offering aims to end homophobia and transphobia in sports

For Adidas’s Pride 2023 campaign, the brand collaborated with a South African queer designer to create a colorful and bold collection. Titled “Let Love Be Your Legacy,” the campaign aims to promote allyship and freedom of expression in various domains, including culture and sports.

“In creating this collection, I felt a strong urge to tap into my inner child and show the world how LGBTQIA+ allyship can foster a legacy of love,” said designer Rich Mnisi. “By combining these themes with my own visual language and incorporating Adidas’s iconic performance and lifestyle pieces, the collection becomes a powerful symbol of self-acceptance and LGBTQIA+ advocacy. My hope is that this range inspires LGBTQIA+ allies to stand up more for the queer individuals they love and not let them fight for acceptance alone.”

With allyship at its core, the collection showcases a vibrant color palette, bold and abstract shapes, and slogans like “Love Unites” and “Let Love Be Your Legacy.” The apparel and footwear feature Rich’s retro graphic print, a monochrome circular check design adorned with hand-drawn flowers, and Adidas’s signature three-stripe design highlighted in pink and red.

This year, the sports brand also shone a spotlight on its ongoing commitment to promoting equality in sports through its partnership with the non-profit organization Athlete Ally, which focuses on eradicating homophobia and transphobia in sports.

“Together with Adidas, our goal is to foster inclusivity in sports by supporting LGBTQI+ student athletes and their allies, ensuring fair access and safe participation in sports,” said Hudson Taylor, the founder of Athlete Ally. “Through our partnership, we have created more affirming athletic spaces to celebrate the community across sexual orientations, gender identities, and gender expressions.”

The Adidas x Rich Mnisi collection is now available at adidas.com/pride.