Shoes customised by names like Elton; Ian McKellen; Boy George; Kate Moss; the Pet Shop Boys; Philip Treacy; Naomi Campbell; Pharrell Williams; and David Beckham will be on display in a unique installation at the HENI Gallery in Soho for London Pride Week from July 4th to 10th.
Ebay will be simultaneously running an auction of the items. All funds raised will be donated to the Albert Kennedy Trust, a charity that provides safe homes and support to LGBTQ+ youth people facing homelessness.
The exhibit opens a day after the global unveiling of Adidas' new Prouder campaign, spearheaded by DJ Fat Tony. An exploration and celebration of unity, equality and originality throughout the week of London Pride 2018.
Each contributor has reworked the Adidas Samba sneaker, originally designed as an indoor soccer model and released in the 1950s, to channel the theme of 'Prouder.'
The participants' call to support the LGBTQ+ community will be documented in a short film by Nick Knight’s SHOWstudio, with Knight commenting that “in these times, it is even more crucial to be original and to have pride in who you are and what you do.” The footage will be shown alongside musical accompaniment and a performance from a live Samba band during the London Pride Parade, where Adidas will sponsor its first float. An invitation-only after-party will be hosted at the Groucho Club in Soho, with Fat Tony taking a turn on the decks.