Yesterday, adidas Originals unveiled their new ‘Prouder’ campaign, an “exploration and celebration of unity, equality and originality” for London’s Pride Week 2018. For the project, the brand tapped members of the LBGTQ community and their allies, including Marc Jacobs, Kate Moss, Naomi Campbell, David Beckham and more, to put their own spin on the adidas Samba sneaker, the results of which will be auctioned off via eBay in support of the Albert Kennedy Trust, which offers help to LBGTQ youth facing homelessness. Curated by London DJ and longtime activist Fat Tony, the eBay auction started yesterday, and will continue for 10 days. The shoes will also be on view at London’s HENI Gallery in Soho beginning today. Photographer Nick Knight has been capturing the project and its participants throughout the planning for a short film that will launch exclusively on SHOWStudio, and explores what it means to be proud.
“In these times, it is even more crucial to be original and to have pride in who you are and what you do,” he said in a release.
“I wanted to create something with adidas that really spoke to where we are today by envisaging a new notion of Pride as being one with no labels,” added Fat Tony about the project, “and how we as a community alongside our allies can push
things further still — hence the concept of ‘Prouder’ — celebrating Unity, Equality and Originality, and bridging
Check out some of our favorite shoes from the collobration above, and start bidding here.
Images: courtesy of adidas Originals