Adidas Originals Fosters Female Empowerment, Launching “Now Is Her Time” Campaign In Conjunction With Pharrell Williams

Strong, fiery, and brave: Adidas’ latest venture covets an outburst on behalf of its female cohort.

Chidozie Obasi
Editor

“Now Is Her Time” campaign epitomises Adidas Original’s latest project, where the label chose to partner up with global hit-star Pharrell Williams. The newly-institutionalised project speaks all things female empowerment and social rights, vastly deliberating on the power of representation and intrepid decision-making. Captured via Collier Schorr’s lens – the creative who regularly reconnoitres the pillars of gender, sexuality and expression – the campaign encompasses a plethora of women, including those who act in their support.

Spanning from creative minds to reputable activists, the campaign sees the likes of the following community pioneers: singer-songwriter Syd; community organizer and co-founder of Black Lives Matter, Patrisse Cullors; nonprofit leader and founder of period.org, Nadya Okamoto; writer, director, and broadcaster Reggie Yates; architectural technologist Iddris Sandu; surfer Keala Naihe; filmmaker and human rights activist Sana Azim; mother, artist, and founder of Art Mom project, Tyra Mitchell; model and co-founder of Style Saves, Isabela Rangel Grutman; models Sara Cummings and Kadija Diawara; and dancers Sheena Cain and Sophia Parker.

 

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On a style note, the collection features a range of unisex apparel and footwear, speckled enough to satiate an eclectic demographic. Further-endorsing women rights, it accentuates an assorted tonal profusion, counting in the <em>Adilettes</em>, novel sneaker addition to the HU range.

“Now Is Her Time” capsule is officially set to launch on August 31<sup>st </sup>at Adidas stores, worldwide selected retailers and online.

Image Credits/Adidas via Collier Schorr

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