It seems as if Adidas is continuing efforts to support the LGBTQ community, with a rumored launch of the specific Ultra Boost sneaker in May, just in time for LGBTQ Pride Month in June.
The Ultra Boost is a popular running sneaker that according to Sneaker News, instantly gained fame after Kanye West wore them to a Chicago Bulls game.
The sneaker, although including some colorful blotches as an effort represent the rainbow flag, isn't exactly a rainbow flag. The execution of the shoe doesn't make the statement too clear. As Mic notes, "the rainbow feels hollow unless it's put into context and backed up with action."
Though it is clear that the company has a history of supporting the community. In 2016, Adidas' CEO, Robin Stalker, announced that his company pledged not to fire any endorser who comes out as gay, bisexual, or transgender.
Buzzfeed reported that the company would include a clause into its endorsement contracts that reads:
"Adidas acknowledges and adheres to the principles of diversity, as this is a central part of the Adidas group philosophy. Therefore Adidas warrants that this agreement will neither be terminated nor modified in case the athlete comes out to the public as a member of the LGBT (lesbian, gay, bisexual and transgender) community."
The company also previously released their popular Stan Smith and Superstar sneakers featuring colorful paint speckles as a symbol of support to LGBTQ folks, with a portion of the proceeds of going to benefit New Avenues for Youth.
They have also featured advertisements normalizing LGBTQ love, and have stood up to support their decision, when internet trolls attacked the ads.
No word yet if Adidas plans on donating proceeds of this upcoming launch to support the community.
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