“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