Converse celebrates the “Found Family” for the annual Pride campaign

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To celebrate Pride Month and LGBTQIA+ communities around the world, Converse is celebrating its seventh annual Pride campaign by shining a rainbow over the Found Family, described by Converse as “the people who met on the path of pride and surrounding us with love, support, and acceptance. Today via Converse.Gallery/Found-Family/, the brand will launch a series of original artwork, images, movies and stories featuring the Found Family stories of over 50 contributors to celebrate the LGBTQIA+ community.

Alongside the Found Family campaign, the highly anticipated annual Pride collection includes a personalized Converse By You experience representing the diversity of the community through the “Family, Unity” mantra. Launching the 2022 Pride Collection, Converse will showcase an extensive collection online that is “visually woven together through bold quilting and prints representing the diversity and togetherness that exists within the LGBTQIA+ community,” according to a press release exclusively. sent to ESSENCE. There will be a featured patchwork patterned from a rainbow bandana print that represents that sense of security, warmth and comfort you feel with your found families.

Converse By You customization ranges from classic silhouettes to reimagined favorites, including the Chuck 70, Chuck Taylor All Star and Run Star Motion High, Chuck Taylor All Star Lift Ox and All-Star Slide. For the first time, the One Star is included as a design opportunity, along with a wide range of apparel and headwear. The brand’s popular customization platform introduces more Pride Month-exclusive customization options, including the “All-Star” patch, license plate and shoelaces, which Converse says are “inspired by pride, bisexual, pansexual, lesbian, non-binary and transgender”. , and unit flags for more inclusive self-expression.

Additionally, members of Converse’s diverse All-Star community include a global network of young creatives, not limited to Alli, Becki, Elianel, Jas, Thomas, Scotty, Reagan, Julian, Soma, Ilu, Isis, Paulos, and Jordan. and Converse Flow Team Runner Brianna. SCI partners continue to support Converse’s mission to enhance the Found Family agenda by distributing the stories of members and community partners who are continuously building safe spaces for LGBTQIA+ and gender-inclusive youth. Community partners include It Gets Better Project, The Ali Forney Center, Skate Like A Girl, Theater Offensive, Out Metrowest, BAGLY (the Boston Alliance of Gay, Lesbian, Bisexual and Transgender Youth), COC Nederlands, Minus18 and Las Fotas Project.

“Each year, our collection and campaign concepts are created by and for the LGBTQIA+ community. For Pride 2022 – after witnessing the past two years where many were isolated and struggling – Converse is proud to shine a rainbow on Found Family and celebrate the positive impact of these chosen people, who uplift us. said Jessica Collado-Aleman, Sr Marketing Manager and Converse Pride Network Co-Chair, exclusively for ESSENCE.

Collado-Aleman continued on ESSENCE: “More than anything, we wanted to explore the concept of found family to create a joyful expression for young people, a message that many people are ready to welcome them into the LGBTQIA+ community and as as allies – no matter where they are on their journey to Pride. We hope this campaign will be like the many beautiful, thriving, and ever-changing people who are claiming their place within our diverse LGBTQIA+ community.

The Converse By You Pride collection is available now on Converse.com, while the remaining online collection will be available from June. To view Found Family stories, please visit: Converse. Gallery. To learn more about Converse’s Pride efforts, local partners in key cities, and the new collection, please visit Converse.com/Pride.

Next month, Converse will introduce a new chapter of the Found Family campaign with a special film project in collaboration with Richie Shazam, premiering during the Tribeca Festival.

TOPICS: Converse Pride Month

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