With friends such as Elton John, Pharrell Williams, Marc Jacobs, Edward Enninful, David Beckham, Skin, Kate Moss, Naomi Campbell & Amanda Lepore, it could be hard not to persuade them to help raise the profile of a great cause. That is exactly what London-based DJ Fat Tony has done, and has also done it in the most creative way possible – with each of the names re-imagining the iconic adidas Samba through the theme of ‘Prouder’. In a campaign with the sportswear brand, captured by Nick Knight’s SHOWstudio and all in aid of the excellent Albert Kennedy Trust – which provide safe homes and support for LGBTQ+ individuals facing homelessness – the adidas Samba was selected for this project due to its iconic status across sport and culture since its inception.
The unveiling of the adidas ‘Prouder’ campaign on July 3rd, sees an exploration and celebration of unity, equality and originality throughout the week of London Pride 2018, with the specially created pieces being auctioned off on eBay after being exhibited at HENI situated in the most special of safe spaces for LGBTQ+ individuals; Soho. What is more, the project will culminate in a very special way as adidas will host a float for the first ever time in the parade of Pride in London – and followed by a party hosted by the DJ in Soho; one of Pride’s hottest tickets. Keep an eye out for the float which is rumoured to be closing the parade with a samba bad, 40 male models (presumably topless, we hope!) and both Nick Grimshaw and Liam Payne aboard the float.
Edward Enninful’s Trainer
Opening his little – or big in Tony’s case – black book, adidas ‘Prouder’ creators include; Albert Kennedy Trust & Sir Ian Mckellen, Amanda Lepore, Bella Freud, Blondey McCoy, Boy George, Chapman Brothers, Charlotte Tilbury, David Beckham, Edward Enninful, Elton John & David Furnish, Goldie, Henry Holland, Kate Moss, Liam Payne, Marc Jacobs, Naomi Campbell, Nick Grimshaw, Nick Knight, New Order, Paloma Faith, Pet Shop Boys, Pharrell Williams, Philip Treacy, Rita Ora, Sam McKnight and Skin. Phew!
These unique sneakers will be auctioned on online marketplace eBay, via its eBay charity programme starting July 3 rd for 10 days. To view the sneakers, head down to the HENI Gallery, 29-35 Lexington Street, W1 from 4th-10th July. There will be projections from the contributors explaining their involvement and individual concepts of being ‘Prouder’, and entrance to the exhibition is free for all.
Kate Moss’s Trainer
Elton John’s Trainer