Adidas will unveil Prouder campaign to coincide with London Pride

Adidas_Prouder_Lineup_Comp_V2If anyone in London is wondering what to do in the capital in July I may have just the thing for you. Sporting giant Adidas has created an unmissable and noble campaign to raise awareness of an admirable cause. Adidas Prouder will be unveiled in London on 3rd of July to coincide with London Pride.

What is it about

It’s an exhibition of work from mega stars including Elton John, Pharell Williams, Marc Jacobs and Kate Moss. This impressive roster of stars have customised the iconic Adidas Samba shoe through the theme Prouder. The Samba was originally designed as an indoor soccer shoe and released in the 1950sThe new re-imagined shoes, which have been transformed under the Prouder theme, will be on display at a free exhibition open to the public at the HENI Gallery from 4th – 10th July.


Albert Kennedy Trust

However, this story gets even better. The re-dsigned shoes will be open to bidding from across the world via an eBay silent auction from 3rd July onwards. Yes, this means simply anyone, living anywhere in the world can bid for a chance to own Adidas Sambas customised by Henry Holland, David Beckham and British Vogue editor Edward Enninful. Does that sound too good to be true? Well, here’s more.

All profits raised will support of the work a most worthy cause.  Albert Kennedy Trust is the UK’s first LGBTQ youth homelessness charity. It provides safe homes, mentoring, training and support for LGBTQ youth who are homeless or at risk of it. The charity was founded in 1989 and operates service centres in London, Manchester and Newcastle.  Furthermore, it works across the UK through its digital service inter-AKT. As an example of how effective the work of the charity has been so far, consider that in 2017 alone AKT provided alternative accommodation for over 6000 LGBTQ youth on the streets. In the same year it provided over 1000 hours of mentoring and intensive support for over 500 vulnerable young in the LGBT community. Do you really need to hear any more? I think it maybe time to start bidding.

With 24% of young people facing homelessness in the UK identifying as lesbian, gay, bisexual or transgender it’s difficult to imagine a worthier cause for Adidas to lend support to. The Prouder campaign will culminate with Adidas’ first ever Pride float to celebrate this incredible initiative. The exhibition is free and deserves all our support. Bravo Adidas!

HENI Gallery is located at 29-35 Lexington St, Soho, London W1F 9AHp
The exhibition will be opening hours will be:
4th – 6th July from 6pm to 10Ppm. 
Saturday 7th July from 2pm to 6pm.
Sunday 8th July 2pm – 6pm
Monday 9th July and Tuesday 10th July from 6pm to 9pm.
For more information visit:
If you or anyone you know in the LGBTQ community is affected by homelessness please contact: