The site also reported Reebok is donating $75,000 to the Sylvia Rivera Law Project this Pride Month. non-profit Stonewall, but those donations are not tied to product sales. “Since 2017, Nike has provided more than $2.8 million in financial and in-kind support to LGBTQIA+ causes to advance inclusion and celebrate the passion and pursuit of sport by all athletes.”įor its part, Puma says 20% of the proceeds from the sales of its Pride collection-with a maximum donation of $500,000-will go to the Cara Delevingne Foundation, a project of the Giving Back Fund in support of LGBTQ charities worldwide.Īccording to Footwear News, Adidas financially supports Athlete Ally, which champions LGBTQ inclusion in sports, and the U.K. According to a statement by Nike, each grant recipient is an organization with a focus on advocacy in sports, creating safe spaces and elevating the history of the LGBTQ community Several specifically support intersectional communities, including the Human Rights Campaign.
In 2021, Nike is donating a total of $625,000 to 18 LGBTQ organizations. Nikeįor that reason and more, Nike is one of the brands that puts a big chunk of the money it earns from its apparel back into the community. poverty rates of cisgender bisexual women and transgender adults (each 29%) far exceed those of other groups: In particular, Black (40%) and Latinx (45%) trans adults are more likely to live in poverty than trans people of any other race.įor those consumers, the choice is between celebrating Pride with $170+ footwear and putting food on the table for their families. live in poverty compared to an estimated 16% poverty rate for straight and cisgender Americans. According to a 2019 Williams Institute analysis, about 22% of LGBTQ adults in the U.S. As David Rae reported in in April 2020, the reality is that there are more poor queers than rich ones. In alphabetical order, they were:Īll this attention by big business has unfortunately perpetuated a myth that gays and nearly everyone else who identifies as LGBTQ is affluent, something which is not supported by actual research. In that same 2020 survey, the more than 34,000 respondents were asked which brands they favored, and it should be noted Nike was the only sports apparel company among the top 13 named. said brands that support LGBTQ equality “will get more of my business this year.” And 73% had made a purchase over the past year at least partially because of a company’s LGBTQ-inclusive outreach, employment practices or supportive political stance. Research shows customers of companies that do more than court the community one month out of the year, and support LGBTQ rights, are more likely to be loyal.Īccording to out nonbinary journalist Mary Emily O’Hara, writing in AdWeek in July 2020, the 14th annual LGBTQ consumer research survey by Community Marketing & Insights found 80% of respondents in the U.S. In putting a price tag on that percentage, Witeck Communications estimated that the LGBTQ market processes $917 billion in buying power in the U.S., according to its 2016 report.īut buyer beware: As has reported, several major corporations trying to court LGBTQ consumers are simultaneously supporting forces that are anti-LGBTQ. Five years ago, reported “the pink dollar” accounted for 14% of all disposable income in the U.S. The LGBTQ community is a prized demographic, and not just at this time of year.
Unfortunately, it’s not yet available for this Pride month. As ESPN reported last month, the multiyear shoe deal guarantees the out gay Seattle Storm forward and activist her own signature sneaker. Puma also signed Breanna Stewart, the WNBA star and one of Sports Illustrated’s Sportspersons of the Year, as a spokesperson. Puma has two big names backing the brand this year: Out actress and model Cara Delevingne co-designed its 2021 Pride collection, featuring three types of footwear ranging from $30 to $100. Reebok has four available now on its website, with two more coming soon, ranging from $40 to $170, along with other Pride-themed apparel. Just to name a few: Adidas offers a Pride collection of four pairs of footwear starting at $70, with its top sneaker selling for $180. And as usual, there is a lot of competition.
Nike also offers number of Pride-themed apparel, ranging from T-shirts to hoodies and shorts, just like its competition. Nike's 2021 Be True Infinity React Run 2.