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Nike Launches #BeTrue Capsule Collection For Pride

"Sporting your rainbow in the gym or on a run became a way to feel like you belonged to something larger."

Nike has released a preview of its latest #BeTrue capsule collection, available June 1 to commemorate LGBT Pride month.

Nike

The fitness apparel brand launched its #BeTrue collection in 2012, a year after co-founding the LGBT Sports Coalition, a non-profit dedicated to promoting diversity, inclusion, and nondiscrimination in athletics. Nike has since provided approximately $2.5 million in financial and in-kind support to LGBT causes.

Like last year's Pride collection, the 2017 #BeTrue items mix the rainbow with other traditional Pride symbols, including triangles and the color pink. The message "Run Fierce" appears on sock-liners, and a winged unicorn also makes a cameo.

Nike

This new collection includes Nike's first eight-color HD rainbow-colored Swoosh design, as well as the first rainbow-colored VaporMax Air unit. It's also the first time that the collection will be available in key cities globally.

"The key for us was to create something that people could unite around to show their support for LGBTQ athletes," says Robert Goman, Nike's LGBT network leader, in a statement. “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."

Nike

Following in Nike's very colorful footsteps, other mainstream apparel brands like Adidas and Converse also release annual Pride-themed capsule collections.

The latest Pride collection from Levi's addresses homophobia, transphobia, and AIDS-phobia with the slogans “Fight Stigma” and “Silence Equals Death.”

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