SHOWstudio is proud to capture adidas PROUDER, a cultural call to action of unity, originality and pride curated by Fat Tony in aid of the Albert Kennedy Trust. Featuring a rollcall of global creators from the LGBTQ+ community and allies including Elton John, Pharrell, Marc Jacobs, Edward Enninful, David Beckham, Kate Moss, Naomi Campbell, Amanda Lepore and many more, each participant re-imagines the iconic adidas Samba.
The adidas 'Prouder' call to action is documented and explored in unique films created by SHOWstudio, exploring the ideas and themes of 'Prouder' with the participants. Speaking about his involvement, Nick Knight comments; '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 more substantive support.'
The shoes will be on display in a unique exhibition before being auctioned by eBay in support of the work of the Albert Kennedy Trust, which provides safe homes and support to LGBTQ+ young people facing homelessness. The campaign culminates in adidas’ first ever float at London Pride 2018.
Exhibition Listing Details:
HENI Gallery || 29-35 Lexington St, Soho, London W1F 9AH
Weds - Fri 4-6 July 3-8PM
Sat 7 July 2-6PM
Sun 8 July 2-6PM
Mon-Tue 9-10 July 3-8PM
Support The Albert Kennedy Trust and bid on the shoes here: https://www.ebay.co.uk/rpp/pride