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Celebrating Canada's 2SLGBTQI+ Communities

Nike Declares 'This is Our Time' In New Pride Month Ad

Nike celebrates Pride Month by honouring the strength, creativity and Black roots of Pride…

By Christopher Turner

June is typically a month filled with advocacy, parades and other celebratory activities for LGBTQIA+ community and allies around the world. But, as we know, Pride looks a little different this year. People everywhere are coming together to raise their voices and speak out against systemic racism and advocate for true equality.

On Friday morning Nike released a new socially conscious ad in celebration of Pride Month that speaks to the LGBTQIA+ community’s ongoing fight for equality and recognizes a few of the athletes that are breaking down barriers across the globe. Among the voices coming together for the spot are Nike LGBTQIA+ athletes, advocates and role models: transgender NCAA Division I swimmer Schuyler Bailar, heptathlete Erica Bougard, soccer player for the Chicago Red Stars Tierna Davidson, Portland Thorns FC goalkeeper Adrianna “A.D.” Franch and cheerleaders Napoleon Jinnies and Quinton Peron. According to Nike, these six leaders embody what it means to strive for a better future — for themselves, for each another and for the next generation.

“What I fight for is that my existence will no longer be political at some point. My being a trans athlete will no longer be a political statement,” Bailar said in a statement. “Being a trans athlete to me is about my passion for sport, and it’s about not letting anything hold me back — not other people, not injuries, not rules and definitely not my identity.”

Bailar’s words are echoed with a cumulative message conveyed in the video.

“The battles we face today proclaim us the warriors of tomorrow. They’ve knocked us down… But, we’ve gotten back up. Sometimes we’ve had journeys with no direction as we kept balance in a world full of chaos. Smiling and cheering, even at our lowest. Because brighter days will come.”

This ad isn’t the first time the athletic brand shown their support for the LGBTQIA+ community. Every summer since 2013, Nike has released its popular BeTrue range of apparel and footwear celebrating diversity within sports and donates a portion of sales from the collection to organizations empowering sports in the LGBTQ community. This year, Nike is supporting more than 20 local and national organizations with a focus on advocacy in sports, creating safe spaces and elevating the history of the community.

The entire Nike BeTrue 2020 collection in celebration of Pride Month is available now on, at select Nike stores, and select retailers.

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