In one an H&M visual manager recounts walking in on his father abusing his mother for raising a gay son, then confronting him. Some brands have started tackling this by foregrounding difficult lived experiences, such as H&M’s image-recognition scanner app for LGBTQ+ Pride 2021 revealing real-life, video-diary style stories (on detecting a rainbow pattern) from both celebs and brand employees neither stated their job, levelling the message. Warner also highlighted brands’ latent addiction to stereotype-perpetuating ‘feelgoodism’, like coming out stories with a wholly unifying and/or reconciliatory tone (“of course it’s vital to show these positive stories but they often ignore the whole picture”). Reebok's Your Hometown campaign, centering the stories of LGBTQ+ teenagers in Northern British. “This was successful because it not only emphasised geographically diverse narratives, but also, via skateboarding and cycling, broadened the definition of sporting reach,” says Warner. Reebok reveals it performed 150% better than similar retail campaigns, engaging 2.2m Brits (the original hope was closer to the 850,000 mark). Documentary shorts, stills and quotes featured across Gay Times’ portfolio, on Reebok and (footwear retailer) Schuh’s social media platforms, and activations in Schuh flagships. Servicing this, last year GAY TIMES partnered with Reebok on the Your Hometown campaign, centering the stories of LGBTQ+ teenagers in Northern British cities. The tendency for brands to approach Pride as a purely party-focused celebration often overlooks outlying audiences struggling to find or shape their LGBTQ+ identity or networks. Support Small Town Fans, Flex Sector Expectations
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Tiana Major9, one of the artists spotlit by GAY TIMES' playlist partnership with Apple Music to. Visitors, customers or not, were invited to take a book (for free) with Aesop stating: “Literature has a unique power to unite, liberate and empower – to raise awareness and foster empathy as well as compassion.” Warner also cites a 2021 Pride ‘brand library’ by beauty brand Aesop where shelves in three US stores were cleared to accommodate LGBTQI+ literature – heavily spotlighting BIPOC and transgender authors. Consistent support has meant many of these artists have graduated from Apple’s Elevate section to Up Next, creating an extensive cross-cultural bridge.”ĪMZN Music is currently pursuing an intersectional push seeking to alter country music’s “long-held identity as music by and for white audiences” via an original documentary, For Love & Country directed by Black American director Joshua Kissi. People thought that LGBTQ+ music was just pop. “Every genre of music or creativity has a LGBTQ+ intersection. The program, launched 2019 but still running, has amplified “queer voices” including singer-songwriters Rina Sawayama and Arlo Parks. Warner references GAY TIMES ’ ‘platforming’ initiative with AppleĪAPL Music where it identified early-stage LGBTQ+ artists to co-curate Queer & Now Apple playlists – circumventing the platform’s algorithms that were stunting their visibility.
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Initiate Intersections, Create Cultural BridgesĪcknowledging the LGBTQ+ community’s varied intersections, and in doing so dismantling tired stereotypes, will also be key to mobilizing lasting engagement. Pride photos in a gesture of cultural restitution. Skittles partnership with GAY TIMES & LGBTQ+ helpline Switchboard involved recolorizing archive.