Pharrell, Adidas Champion Female Empowerment With 'Now Is Her Time' Collection

Illustration for article titled Pharrell, Adidas Champion Female Empowerment With Now Is Her Time Collection
Photo: Collier Schorr (Adidas)

Ageless wonder Pharrell Williams and Adidas are joining forces to spread the gospel of female empowerment with “Now Is Her Time,” a new campaign celebrating the fearless women who are revolutionizing our world.

In championing women’s rights, the campaign highlights an assortment of artists and activists “rooted in gender, sexuality, sexual rights, race, and equality,” according to Adidas, and includes community organizer, freedom fighter and Black Lives Matter co-founder Patrisse Cullors; recording artist Syd; model Kadija Diawara and others. Some are shown either pregnant or posing with their children while breastfeeding in order to properly portray the full breadth of womanhood.

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“I’m not interested in relying on other people to save me or my community,” Cullors told Adidas. “We have to step in, I have to step up.”

“It’s been an uphill battle for women for a long time,” Syd, lead singer of The Internet, said. “I influence the human race by looking at myself as a human first, and an artist, producer, creative person, whatever my career is, second.”

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The campaign is shot by fashion photographer Collier Schorr, whose legendary work explores themes of gender, history, sexuality and identity, while the collection features unisex sneakers and apparel in an assortment of colorways promoting “choice and options for individuals.”

“Now is my time to show gratitude to women,” Pharrell said in a promotional clip for the campaign posted to Instagram earlier this month. “History was her time. Now is her time. The future is her time. It’s always been your time.”

The “Now Is Her Time” collection drops on Saturday at Adidas’ stores, Foot Locker, select retailers and online.

Menace to supremacy. Founder of Extraordinary Ideas and co-host and producer of The Extraordinary Negroes podcast. Impatiently waiting for ya'll to stop putting sugar in grits.

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DISCUSSION

Still though...you can’t really trust a huge multi-national “campaign” being about anything but the $$. Taking the temperature of the tub before deciding what kind of bathing suits to sell. It’s nice when “ad time” is devoted to people speaking their (highly edited) truths, but just a quick peek at their executive board and I see 17% women, the rest extremely pasty and extremely bro Bros. Have to wonder what the rest of the company looks like, how they are paid, and how they are paying all the actual brown women in India, Brazil, and Indonesia sewing their good together.

Not raining on anyone’s parade here — but reminding everybody the change is not going to come voluntarily from BigCorp.