Like many apparel brands, PUMA is celebrating Pride Month with a colorful collection of rainbow-themed wear, from tank tops to fanny packs. But the global sports company is taking its support beyond slogans and hashtags. PUMA is pledging to donate a portion of its proceeds to LGBT charities, which will deliver positive change to our community far beyond June.
This month, PUMA launched its “From PUMA With Love” pack to commemorate Pride Month. The 13-piece pack includes colorful graphic tees and hoodies, flip-flops and more — most of which are also decorated with the brand’ signature bobcat logo. To help spread the message, PUMA is teaming up with longtime ambassador and LGBT activist Cara Delevingne.
Items in the collection range from $20 — $45 with 20 perfect of the proceeds donated to The Cara Delevingne Foundation, a project of the Giving Back Fund, in support of LGBT organizations such as GLAAD, The Trevor Project and Mind Out. Earlier this year, PUMA announced a $1 million partnership with The Trevor Project to foster inclusive environments for young LGBT athletes.
All items can be purchased on Puma.com.
“We are proud to team up with Cara to celebrate Pride Month through this meaningful collection that will benefit LGBTQ+ organizations across the globe,” said Adam Petrick, Global Director of Brand and Marketing at PUMA, in a press release.
Delevingne, an English model and actress, is openly bisexual. In 2018, she came out as gender fluid, calling the realization a “breakthrough moment” for her. Throughout the month, Delevingne will engage with social media users through multiple giveaways and social media hangouts. Though Pride will be celebrated virtually this year, that doesn’t mean we can’t be proud.
“This collection was designed and created with so much love. I was really looking forward to wearing it at this year’s Pride celebrations that I was planning to attend but, given the circumstances, I can’t wait to wear it and celebrate Pride month from my home via Zoom and FaceTime,” Delevingne said in the press release. “The LGBTQ+ community deserves to be celebrated and I’m so grateful PUMA partnered with me to create such a prideful collection.”
In addition to marketing its new Pride looks on social media, PUMA will also be elevating the discussion, teaming up with Delevingne to be featured on TikTok’s #OneCommunity Live programming for a Pride discussion June 3rd.
As Pride Month becomes increasingly mainstream, seemingly every brand imaginable is racing to conjure up slogans and hashtags. But PUMA, much like Nike, is taking its support further, and actually putting its money where its proverbial mouth is.