Adidas, the second largest sportswear company in the world, is taking a stand in the fight for equality of sexual orientation and is showing a lot of support for the LGBT-community lately. Being gay as an athlete is still a taboo. It takes a lot of bravery to come out and doing this for the whole world even more. In some countries, you can even get fired if you come out. That’s the reason many athletes hide away their sexual orientation. But right now Adidas is taking steps to help these athletes and hereby the whole gay community. A big high five for Adidas!
A month ago Adidas posted a picture on Instagram of two female runners leaning towards each other with the caption ‘The love you take is equal to the love you make’. There were many positive reactions and the picture has now over 300.000 likes and counting. Sadly enough, there were also negative homophobic reactions. But Adidas fought back way stronger!
This isn’t the first time Adidas is showing its support for all the LGBT people. The company was also a sponsor of the conference in London called ‘Team Pride: Levelling the LGBT Playing Field’. It was a conference about improving the visibility of LGBT in sports. After this, the Chief financial officer of Adidas, Robin Stalker, hosted a panel discussion with athletes who publicly came out.
Another amazing thing that needs applause is that Adidas is supporting gay athletes who want to come out. Adidas has now added a clause in its sponsorship contracts that says:
“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 community”.
Furthermore, two years ago Adidas also contracted Tom Daley as face of their NEO label, shortly after he came out in a Youtube video.
And last but not least, last year they also introduced three limited edition LGBT-friendly shoes, designed in honor of Pride month. And they look pretty amazing too in our opinion!