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Monday, June 15, 2015

ADIDAS REVAMP CLASSIC SNEAKERS FOR LGBTI PRIDE SEASON

Sportswear brand adidas have commemorated LGBT Pride Month in the US by unveiling a limited range of rainbow-splattered footwear.

‘The Pride Pack’ features some of its most classic designs given a rainbow-hued twist.

‘Each style in the pack draws inspiration from the LGBT pride rainbow flag, a symbol of equality and inclusiveness that signifies the diversity of the LGBT community,’ said the company in a press release.

Styles in the range are the adidas Stan Smith, the adidas Superstar (the classic shell-fronted sneaker) and the adidas Adilette (flip flop/sandal). The latter two designs are adorned with rainbow-colored splatters, while the Stan Smith features rainbow laces and colored stripes.

The footwear will be available in adidas stores in the US and online.

Adidas says that it will be donating a portion of the Pride Pack's sales ‘to its hometown neighbor, Portland's New Avenues for Youth, a local advocacy group that helps empower homeless and LGBT youth to build life skills for a successful future.’

It is also sponsoring Portland Monthly magazine’s LGBT Pride Celebration, Flare. Again, a portion of the event’s tickets sales will go to LGBT charities in the area.

In case anyone were in any doubt as to the significance of the rainbow coloring, the adidas Originals’ Instagram account featured several images of the sneakers yesterday with comments relating to LGBT history – with one pointing out that the Superstar was first released in the same year as the Stonewall riots.

‘In 1969, violent riots erupted on the streets of New York City after police raided the Stone Wall Inn, unjustly targeting the gay community. The #Superstar was also released that year and is now redesigned to remember all those who fought for equality.’

Adidas is not the first sportswear brand to release pride-related merchandise. Last year, Nike drew acclaim for a range of rainbow-colored #BeTrue collection of sneakers and clothing.


Adidas US – headquartered in Portland – scored 80 (out of 100) on the most recent Human Rights Campaign Corporate Equality Index. Parent company, adidas Group, which also owns Reebok and Rockport, recently reported record global revenue of €4.1billion ($4.6billion) in the first quarter of 2015.

SOURCE: GAY STAR NEWS

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