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With pride month just around the corner in June, numerous brands have begun releasing special edition items and collections to encourage visibility for the LGBTQ+ community. From Apple to Calvin Klein, brands are no stranger to creating products to show their support for their queer consumers.

While some campaigns have been a hit this year, we also have had our fair share of fails with netizens taking to social media to voice their complains.

In honor of the celebrations, MARKETING-INTERACTIVE decided to take a look at some of the biggest Pride campaigns and initiatives that we have seen in the region.

1. Adidas X Rich Mnisis Let Love Be Your Legacy collection

This Pride month, Adidas releasedanew collaboration with South African, queer designer Rich Mnisi for Pride 2023; Let Love Be Your Legacy as it celebratesallyship and freedom of expression without bias in sports and culture.

The collection, which features a range oflifestyle and performance apparel as well as footwear, was inspired by alove letter Mnisi wrote to his younger self, in which he declaresLet Love Be Your Legacy- serving as his mission statement, but also a rallying cry for active allyship to empower and champion the LGBTQIA+ community.

Unfortunately, the collection made headlines for all the wrong reasons whenit launched the new range of women's swimsuits but used a man to model them. Netizens took to social media to share their distaste withwomen's rights activist Riley Gaines tweeting out that the use of a male model "erased women".

"I don't understand why companies are voluntarily doing this to themselves. They could have at least said the suit is "unisex", but they didn't because it's about erasing women. Ever wondered why we hardly see this go the other way?" she asked.

Other users said that they would be boycotting the brand with the hashtag #BoycottAdidasgarnering significant usage following the outcry.

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2. Revolut X Oogachagas Diversity Card

This year, fintech company Revolut decided to get in on Pride with a collaboration with local non-profit LGBTQ+ organisation Oogachaga which provides those in the LGBTQ+ community with emotional support services and counselling. The companies came together to launch aspecial-edition pride themed card called the Diversity Card.

As part of the initiative, consumers can donate a minimum of SG$10 to Oogachacha to obtain a limited-edition card that will feature the colours of the pride flag. Consumers can also opt to set up recurring donations should they wish with the card.

3.Apples Pride Edition Bands

This month, Apple unveiled two new Pride Edition watch bandswith dynamic Pride watch faces in honour of the celebrations, according to a statement by the tech company.

The first band is a sport loop wherein members and allies of the LGBTQ+ creative community at Apple were asked to deliver a new expression of pride through a unique design. The result was adouble-layer nylon-woven band with the word 'pride' woven in cursive-style.

The second loop is the Nike sport loop which features a rainbow strap anda matching rainbow-colored Nike Bounce face to accompany it.

Inspired by multiple pride flags, Apple also released a new pride thread watch face with the colours of the rainbow thatmove as the Digital Crown on the Apple Watch is rotated.

4. Swatchs Love Is Love Watches

As part of its ongoing celebration of love and joy, Swatch released a vivid collection of watches inspired by the bold colours of the Pride flag. The watches also feature a symmetrical seconds hand to symbolise equality along with two rainbow loops that aim to celebrate unity and diversity.

Despite the thoughtful collection, it recently made headlines when Malaysian authorities raided a number of its stores in the country and confiscated 164 rainbow-coloured watches worth a total of US$14,000 from its Pride collection for LGBTQ connotations, according to a statement by the brand.

The seizure was reportedly based on the Printing Presses and Publications Act of 1984 which ensures that content produced does not offend or undermine race relations.

Swatch has fought back against the raid however and its legal team is currently looking into the matter.

5. Calvin Kleins Let It Out Campaign

This month, Calvin Kleingot in on the action with acampaign video costarring LGBTQ+ actors Amandla Stenberg and Brandon Flynn along with its 2023 This Is Love apparel collection. The campaign, interestingly enough, was shot entirely in black and white, a break from the bold and colourful campaigns we have seen thus far.

Using the tagline "celebrate pride in fluid pieces to style with anything, the apparel collection is a sleek take on pride as it utilises colour blocks and bold colours in its gym wear, clothing and accessories.

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Yay or nay? Pride campaigns the internet has loved and hated in 2023 - Marketing Interactive