06.07.2023  •  Fashion NEWS

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‘Let Love Be Your Legacy’ - the ADIDAS PRIDE x RICH MNISI collection campaign, produced by KENT & CO PRODUCTIONS in South Africa

ADIDAS announces its latest collaboration with South African designer Rich Mnisi with a unique collection and campaign for Pride 2023: ‘Let Love Be Your Legacy’. KENT & CO PRODUCTIONS was in charge of production of the campaign in South Africa, which was photographed by Ricardo Simal.

With a shared ambition to encourage allyship and freedom of expression without bias in all areas of sport and culture, the adidas x RICH MNISI range of apparel and footwear spans both lifestyle and performance featuring the South African designer’s signature striking prints.

The range is inspired by a love letter written by Mnisi to his younger self, in which he declares Let Love Be Your Legacy - serving as his mission statement, but also a rallying cry for active allyship to empower and champion the LGBTQIA+ community.

Sport star Tom Daley, activist Jari Jones and the organization Athlete Ally are supporting the campaign though ‘love letters’ to the world.

The famous diver Tom Daley explains it on social media: Dear Sport, every single athlete should be free to love you while loving whoever they want. Everyone’s own way is beautiful, and everyone’s own way is valid and enough. And whether they want to be involved in sport to win, whether they want to be in for the social aspect, whether they want to be involved in sport just to move their body, there’s a space for everyone and it’s filled with love.  Let Love Be Your Legacy.”

Rich Mnisi: “When I created this collection, I had a strong impulse to speak to my inner child and express to the world how LGBTQIA+ allyship can create a legacy of love. Unifying these themes together through my own visual language and adidas’ iconic performance and lifestyle pieces is a powerful combination – making the collection a symbol for self-acceptance and LGBTQIA+ advocacy. My hope is that this range inspires LGBTQIA+ allies to speak up more for the queer people they love and not let them fight for acceptance alone.”

KENT & CO PRODUCTIONS: Founded by Producer Robert Kent, this independently-owned company specializes in high-end stills and moving image campaigns for the fashion and advertising industries. Our clients and collaborators include leading fashion brands, international creatives and advertising agencies.

GoSee kentandcoprod.com & adidas.com

 
KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

 
KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

 
KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

 
KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

 
KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

 
KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

 
KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

 
KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

 
KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

 
KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

 
KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

 
KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

 
KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

KENT & CO PRODUCTIONS : Adidas Pride Collection with RICH MNISI

 
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