A new campaign by international sportswear brand Adidas is aiming to shed a light on the strength of women with a new collaborative campaign called Now Is Her Time. Working with singer Pharrell Williams, the campaign is told from the perspective of women from different backgrounds and the allies who support them.
“Honing in on the zeitgeist of our times, Now Is Her Time is a call to action for the 21st century. The campaign utilises Pharrell’s platform to amplify the voices of women making waves across a number of issues and perspectives,” the brand said on its official site.
The women featured range from activists to artists and the topics they champion are rooted in gender, sexuality, sexual rights, race, and equality. The campaign is also captured by legendary photographer Collier Schorr, whose portfolio of work explores the themes of gender, sexuality, and identity.
The campaign has been met with worldwide appraisal, especially for a picture of model Isabella Rangel Grutman breastfeeding.
Of course @Pharrell was going to nail inclusivity and remind everyone how bloody easy it is. #NowIsHerTime pic.twitter.com/5kNjeokvky
— Nathalie Gordon (@awlilnatty) September 30, 2019