Kate Moss, Naomi Campbell and David Beckham join forces with DJ Fat Tony on Adidas' LGBTQ+ 'Prouder' campaign
What's in a trainer? If the trainer in question is the fruit of Adidas' latest collaboration, rather a lot. Last night, the sportswear giant launched its 'Prouder' campaign, a partnership with DJ Fat Tony, to celebrate London Pride 2018. But the veteran DJ isn't alone. He roped in a few familiar names - and proud LGBTQ+ supporters - to star in the campaign video, directed by Nick Knight's SHOWstudio, and redesign the 1950s Adidas Samba trainer.
“My ingredients to a perfect world would be a world with no judgement,” said Kate Moss, whose Sambas are transparent, 2018's answer to Cinderella's glass slippers. "My first pair of Adidas trainers were a pair of hi-tops, I got them in New York in Harlem, we went all the way to Harlem to get them. And I came back to Croydon and I felt like... the Queen of Croydon."
David Beckham's are Miami-themed complete with palm tree, Elton John's covered with hand-written slogans, and Naomi Campbell's are rainbow-trimmed velvet: “what makes me prouder in 2018 is the strength and boldness I see in the people around me," said the supermodel. "I love the energy and fearlessness. That is what makes me proud.”
The one-off designs are currently on display in London's Heni gallery, but will be auctioned off on ebay to raise funds for the Albert Kennedy Trust, which provides support and shelter to young members of the LGBTQ+ facing homelessness.
"Everybody loves fashion, and it's a really loud stage to be on," says DJ Fat Tony. "Pride for me in 2018 is about breaking down barriers. Of course we've got a long way to go, but when we label stuff, we put ourselves in a box - it's about taking down those walls."
To mark the collaboration - and shout that message just a little louder - Adidas will be sponsoring a float in the Pride parade, held on Saturday July 7th for the first time. And to celebrate? A VIP after-party at the Groucho club, naturally - the DJ wouldn't have it any other way.
Visit the exhibition at the HENI Gallery, 29-35 Lexington St, Soho, London W1F 9AH until July 10th.
