Pharrell Williams has partnered with Adidas footwear to launch an all-new female empowerment unisex style of sneakers.
Under the authorship of Pharrell’s Japan-based streetwear brand Billionaire Boys Club, the campaign features a handful of female activists, alongside pregnant models and models who are mothers with their kids, while breastfeeding the babies. The effect of the campaign concept is to champion their impactful work in gender, sexuality, sexual rights, race and equality.
The campaign video houses stars such as; Patrisse Cullors (Black Lives Matter co-founder), Nadya Okamoto (Period.org founder), Syd (Singer/songwriter), Reggie Yates (actor), Sana Azim (Filmmaker and activist), Tyra Mitchell (Art Mom project founder), Keal Naihe (Surfer).
Pharrell features in the video reading a phrase that says, “History was her time. Now is her time. The future is her time.” A voiceover also lauds, “Feminism is literally a synonym for gender equality.”
The sneakers will be available online and in Billionaire Boys Club stores in London, New York and Tokyo, this coming Saturday, August 31. Prices are tagged from $160 to $220.