adidas and DJ Fat Tony have enlisted the help of Sir Elton John, Kate Moss, David Beckham, Rita Ora, Edward Enninful, Pharrell Williams, Marc Jacobs, Naomi Campbell, Skin, and Amanda Lepore, to reimagine the iconic adidas Samba trainer through the theme of 'Prouder', to celebrate London Pride 2018.
Each personality has designed their own Samba model to be displayed at a unique exhibition and auctioned on eBay, with proceeds going to The Albert Kennedy Trust, which provides 'safe homes and support to LGBTQ+ youth people facing homelessness'.
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There’s something for everyone in the final selection that includes McCoy’s Icarus-inspired feather-covered shoes, the Chapman Brothers’ half Samba, half socks-and-slides creations, and the translucent plastic version created by Kate Moss
Each creator was chosen by DJ Fat Tony, the London DJ who’s been a fixture of the city’s gay scene since his hellraising days in the 80s. “I wanted to create something with adidas that really spoke to where we are today by envisaging a new notion of Pride as being one with no labels; and how we as a community alongside our allies can push things further still,” he explained..
Marc Jacobs commented, "As a long-standing member of the LGBTQIA community, I feel it is important to use my voice to raise awareness, to fight for acceptance and equality, and to be and show my true self so that others might have the courage and strength to be their true selves. I wanted to be involved in the adidas ‘Prouder’ campaign because to me, its celebration of being proud of who you are, uniqueness and individuality."