PRIDE IN PROGRESS
(LGBTQ+ · PRIDE · 2021)
(GYMSHARK)
Gymshark had always supported the LGBTQ+ community through its welcoming community, but it had never actively challenged itself to understand if the company was a true ally.
It felt only right to challenge ourselves to act up in support of our community, educate the company and its audience and celebrate LGBTQ+ individuals for Pride Month.
Alex Tilinca by Alex Day
CHAMPIONING THE NOTION OF PRIDE AND SETTING AN AGENDA FOR CHANGE THROUGH THE TELLING OF LGTBQ+ STORIES.
CREDITS.
DIRECTORS.
MIKE RAVEN & ROBBIE BARCLAY
PHOTOGRAPHY.
ASHTON FERNIHOUGH & ALEX DAY
CONCEPT.
MIKE RAVEN, TIFFANY ROSE & JO BIRD
WHERE.
UK
LONDON
USA
MASSACHUSETTS
USA
LONG ISLAND
Throughout the process of answering this brief, we quickly realised Gymshark wanted to take a more active approach to its allyship. We acknowledged that authenticity is often about owning your flaws as well as striving to be better, and so Pride in Progress was born.
We used Pride in Progress as a way to challenge the company to take its first true steps in the support of the LGBTQ+ community which brought about the first pride seminars, company pledges and LGBTQ+-focused campaign in the company's history.
House of Miyake Mugler - Pride in Progress
Kenny Ethan Jones - Pride in Progress
Alex Tilinca- Pride in Progress
Rob Kearney- Pride in Progress