adidas Pride 2020

As COVID-19 gripped the world we knew that Pride 2020 was going to look quite a bit different. But we also knew millions would still be celebrating separately within their homes, and also together online. We embraced this coming together in online communities by leaning into a digital aesthetic, while bringing a beautiful mix of gender identities, races and body types together. After all, love unites.

For Pride 2020, adidas set out to acknowledge all gender identities, filling their Badge of Sport with not just the rainbow flag representing LGBTQ+ people, but also the flags representing pansexual, bisexual, and transgendered folks as well.

Casting a group of people diverse in age, race and gender identity, we featured people within the Pride community making waves. Footballer Ashlyn Harris, WNBA star Layshia Clarendon, race car driver Charlie Martin, and diver Tom Daley were our featured professional athletes. We also cast poets, activists, artists and Creators around the world and paired them with the stars. We created a visual center using the various gender identity flags as inspiration. Each cast member would be surrounded by the colors of the flag that represented their gender identity with extruded boxes meant to portray digital chat windows. Product aligned with gender identities got a similar treatment.

Screen Shot 2021-06-16 at 10.28.43 AM.png

Screen Shot 2021-06-16 at 10.07.45 AM.png

Screen Shot 2020-05-18 at 12.54.19 PM.png

Being in lockdown ourselves, we captured our diverse, international cast in a two-day—entirely virtual—photoshoot. We sent each cast member their adidas Pride product, a tripod for their phone, guidance on styling with personal pieces and logged into FaceTime to photograph them in their homes. We interviewed each cast member after their shoot window to discuss what Pride meant to them.

Screen Shot 2020-05-18 at 10.18.01 AM.png

Screen Shot 2020-05-18 at 2.24.41 PM.png

Screen Shot 2021-06-16 at 10.39.30 AM.png

Screen Shot 2021-06-16 at 10.39.42 AM.png

Screen Shot 2021-06-16 at 10.39.58 AM.png

Screen Shot 2021-06-16 at 10.40.13 AM.png

Screen Shot 2021-06-17 at 10.40.58 AM.png

Screen Shot 2021-06-17 at 10.41.12 AM.png

Screen Shot 2021-06-17 at 10.41.29 AM.png

Screen Shot 2021-06-17 at 10.41.41 AM.png

Screen Shot 2021-06-17 at 10.42.01 AM.png

Screen Shot 2021-06-17 at 10.42.16 AM.png

Screen Shot 2021-06-17 at 10.42.28 AM.png

Screen Shot 2021-06-17 at 10.42.43 AM.png

Screen Shot 2021-06-17 at 10.42.53 AM.png

Screen Shot 2021-06-17 at 10.43.06 AM.png

Screen Shot 2021-06-17 at 10.43.20 AM.png

Screen Shot 2021-06-17 at 10.43.31 AM.png

Screen Shot 2021-06-17 at 10.43.46 AM.png

Screen Shot 2021-06-17 at 10.43.58 AM.png

Screen Shot 2021-06-17 at 10.44.24 AM.png

Screen Shot 2021-06-17 at 10.44.37 AM.png

Screen Shot 2021-06-17 at 10.44.11 AM.png

Screen Shot 2021-06-17 at 10.44.50 AM.png

Screen Shot 2021-06-17 at 10.45.03 AM.png

Screen Shot 2021-06-17 at 10.45.16 AM.png

Screen Shot 2021-06-17 at 10.45.28 AM.png

Screen Shot 2021-06-17 at 10.45.38 AM.png

Screen Shot 2021-06-17 at 10.45.50 AM.png

The imagery of the cast was paired with key pull quotes from our interviews with them, and appeared across @adidas and @adidasoriginals social, adidas’ digital channels, and within the cast’s own channels as well. The digital placements led to the adidas editorial story, featuring each cast member’s take on their Pride and the Love Unites message.

Team:

Strategy Lead: Alexandra Brown

ACDs: Jessica Stacy and Nicole Dunham

Lead Producers: Katie Entler-Woods, Therese Rothfelder

Designers: Leigh Ring, Isabella McVey, Chris Barnes

Writers: Anthony Feggans, Huelo Dunn-Estébanez

adidas Pride 2020

Nike SP20: NKE50

Qualcomm Films