In a bold stride towards embracing diversity and championing the LGBTQIA+ community, adidas announced its groundbreaking collaboration with queer designer Rich Mnisi for Pride 2023.
This innovative partnership, titled “Let Love Be Your Legacy“, aims to promote the universal virtues of acceptance, love, and freedom of expression in the realms of both sports and culture.
At the heart of the collection is a shared ambition to inspire allyship and uninhibited self-expression. From vibrant adidas Originals and practical sportswear to stylish swimwear, the adidas x Rich Mnisi collection is designed to speak to both lifestyle and performance. The collection underscores a poignant message that resonates with Mnisi’s mission statement: ”Let Love Be Your Legacy”. It’s not just an individual commitment, but a call to arms, encouraging all to become advocates for the LGBTQIA+ community.
Influential figures such as Tom Daley, Jari Jones, Athlete Ally and South African rugby player Lusanda Dumke have joined the campaign, penning ”Love Letter to the world”. Their words echo the campaign’s ethos of radical self-acceptance and the crucial support needed from wider communities in the realms of culture and sport.
The collection embodies the spirit of allyship through its vibrant colour palette and powerful slogans – ”Love Unites” and ”Let Love Be Your Legacy” – imbuing its wearers with a sense of purpose and inclusivity. The apparel and footwear feature Mnisi’s retro graphic print, a monochrome circular check design adorned with hand-drawn flowers and abstract shapes in bold, lively colours. The iconic adidas three-stripe is daringly highlighted in pink and red, accentuating the collection’s vivacity.
Rich Mnisi elucidated on the significance of the collaboration and collection, stating, “In creating this collection, I had a strong impulse to speak to my inner-child and express to the world how LGBTQIA+ allyship can create a legacy of love“. He envisions the collection as a symbol for self-acceptance and LGBTQIA+ advocacy, urging allies to voice their support for the queer people they love.
Furthering its commitment to providing platforms for unrestricted self-expression, adidas has teamed up with EA SPORTS. Players can now don adidas x Rich Mnisi collection pieces in FIFA 23, unlocking the ”Let Love Be Your Legacy” pack via Milestone Objectives or Seasonal Progression.
This year, adidas continues its enduring partnership with non-profit Athlete Ally, an organization focused on eliminating homophobia and transphobia in sports. Hudson Taylor, founder of Athlete Ally, praised the partnership with Adidas, emphasizing the shared objective of promoting inclusivity in sports and ensuring fair access and safe participation for athletes from the LGBTQI+ community and their allies.
Underlining the brand’s belief in collaboration for equality, Ashley Czarnowksi, Senior Director of adidas Global Purpose, affirmed, “We will continue to work with partners such as Athlete Ally, listen to our LGBTQIA+ athletes and support our communities to create more possibilities“.
With Mnisi’s cultural roots and his prominent position in the African creative scene, he brings a fresh perspective to this collaboration. The adidas x Rich Mnisi collection has been made partially from recycled materials and in partnership with Better Cotton. It’s available from the 15th May, online at adidas.com/pride, in stores, and via the adidas app.
Join the conversation and stand for love, acceptance, and allyship. Follow the journey at #LetLoveBeYourLegacy and @adidas on Instagram and Twitter.
Read more: Reebok’s inclusive unisex collection for Pride month
