From Pride March sponsorships to entire fashion lines dedicated to the community, it’s no secret that retailers have been marketing to LGBTQ+ consumers for a long time. But during Pride month in June, even retailers that don’t normally cater to the community are out showing their support.
Nike in particular has made a statement this month with the release of their “BETRUE” line of clothing. The line consists of sneakers, shirts, and socks in rainbow hues. Almost 95% of Americans wear t-shirts, but finding rainbow-hued athletic wear can be something of a challenge.
“The key for us was to create something that people could unite around to show their support for LGBTQ athletes,” Robert Goman, LBGT network leader at Nike wrote on the company website. “Sporting your rainbow in the gym or on a run became a way to feel like you belonged to something larger – you were connected to being ‘out’ or being an ally.”
The Be True collection has only been available online in years past. But this June marks the first time the entire collection will be available in brick and mortar stores around the world.
And Nike isn’t the only retailer celebrating their LGBTQ+ consumers this Pride Month.
Levi’s, Converse, and other companies have stepped up to the plate as well. Levi’s has been a strong commercial presence in the LGBTQ+ community for a number of years now, even claiming to be the first Fortune 500 company to extend domestic partnership benefits to same-sex couples in 1992.
And Converse is no slouch, either. In fact, the company’s 2017 “Yes to ALLLLLLLLLLLLLLLLLL” collection holds a wide variety of rainbow-themed footwear. In addition, all net proceeds from this collection’s sales will be donated to the It Gets Better Project and the Happy Hippie Foundation, which both champion support programs for LGBTQ+ youth.
But these are just a few of the numerous companies showing their support this month. Be on the lookout for even more pride-themed collections this month.