adidas Originals
CREATIVE, ART DIRECTION, DESIGN
[WHAT IS THIS]A Pride program built on solidarity and utility. The kind that earns the right to show up year-round.
[MORE]
adidas needed Pride Month programming for NYC that would drive conversion while showing up for the community authentically, not performatively.
[HOW]Developed a month-long DTC activation anchored in the ethos "Love Lifts Us Up." Affirmation over aesthetics, tangible support over rainbow-washing. The program spanned a curated Pride Pack GWP, in-store signage spotlighting queer cultural icons, a community expression wall, queer DJ-curated playlists, parade-day programming and an artist collaboration with queer NYC illustrators producing limited-edition wearables and collectibles.
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