Adidas to launch 'Prouder' campaign during London Pride to help fight LGBT youth homelessness

LGBT celebrities and allies will re-imagine the iconic adidas Sambas and auction them to support the Albert Kennedy Trust


Adidas will launch their ‘Prouder’ campaign during London Pride in order to help fight LGBT youth homelessness. 

The campaign, to be unveiled on July 3, will be an exploration and celebration of unity, equality and originality throughout the week of London Pride 2018.

'Prouder' will see a group of LGBT celebrities and allies re-imagine and customise a pair of the iconic adidas Sambas through the theme of ‘Prouder’ and their own sense of Pride.

The shoes will then be auctioned on eBay for 10 days and all profits donated to the Albert Kennedy Trust who provide safe homes and support to LGBT youth facing homelessness.


Creators re-imagining the shoes include the Albert Kennedy Trust and Sir Ian McKellen, Boy George, David Beckham, Elton John and David Furnish, Kate Moss, Liam Payne, Marc Jacobs, Nick Grimshaw, Nick Knight, Paloma Faith, the Pet Shop Boys, Philip Treacy and more.

Albert Kennedy Trust chief executive Tim Sigsworth MBE said: “The Albert Kennedy Trust is pleased to be supported by the ‘Prouder’ campaign this summer.

“As the national LGBT youth homeless charity, we are always looking to raise awareness and vital funds to support the work we do to provide safe homes and support to young people who face homelessness just for being brave enough to come out to their families.”

He continued: “With 24% of young people facing homelessness identifying as LGBTQ+, the positive and supportive message from the ‘Prouder’ campaign and the auction of the adidas Samba trainers created by the supporters will help to ensure that no young person has to choose between a safe home and who they are.”


The campaign will be documented in a unique film created by Nick Knight's SHOWstudio, which will explore the ideas and theme of 'Prouder' with the creators and give an inside look into what Pride and being 'Proud' means in 2018. 

Speaking about his involvement in the campaign, Nick Knight said: "In these times, it is even more crucial to be original and to have pride in who you are and what you do.

"The 'Prouder' initiative is a way to give a voice to those feelings, so I'm very happy that SHOWstudio can do its part by working with adidas and Fat Tony to bring together both awareness and also more substantive support." 


The customised adidas Sambas will be placed on display and open to the public at a free exhibition at the HENI Gallery in Soho for London Pride Week from July 4 to 10. The exhibition will feature each of the customised adidas Sambas alongside projections from the contributors explaining their involvement and individual concepts for the campaign.

'Prouder' will culminate on the main day of Pride (July 7) with adidas' first-ever Pride Float which will feature the SHOWstudio work set to music, a performance by a live Samba band and an invite-only after-party at The Groucho Club in Soho, London. 

Further details of the 'Prouder' campaign can be found here and to bid on the 'Prouder' Sambas, visit