In Demand: Pharrell's Billionaire Boys Club Meets Adidas Originals

In Demand: Pharrell's Billionaire Boys Club Meets Adidas Originals

Collaborating in support of Pharrell's campaign for female empowerment "Now Is Her Time", this duo is so important.

Collaborating in support of Pharrell's campaign for female empowerment "Now Is Her Time", this duo is so important.

Text: Dylan Kelly

Adidas Originals has secured several celebrity endorsements as part of their marketing  campaigns over the years, but their latest collaboration is much more than a simple photo shoot. Partnering with Pharrell Williams on his campaign “Now Is Her Time”, a political movement that supports female empowerment through representation and bold voices, Adidas is cementing their political standpoint as a brand, advocating for gender equality, releasing exclusive apparel alongside Pharrell, and controlling the zeitgeist as they go. 

Pharrell’s latest collaboration with Adidas Originals features women of various identities and backgrounds sharing the stories of their personal endeavors through womanhood as well as the allies who support the “Now Is Her Time” movement. Utilizing Pharrell’s platform to amplify the voices of these women, the “Now Is Her Time” campaign, shot by legendary photographer Collier Schorr, is blasting international soundwaves of awareness on issues and perspectives regarding gender, sexuality, and race. 

Among the many featured in the campaign are co-founder of Black Lives Matter Patrisse Cullors, founder of period.org Nadya Okamoto, singer-songwriter Syd, director Reggie Yates, architectural technologist Iddris Sandu, surfer Keala Naihe, human rights activist Sana Azim, founder of Art Mom Project Tyra Mitchell, co-founder of Style Saves Isabel Rangel Grutman, models Sara Cummings and Kadija Diawara, and dancers Sheena Cain and Sophia Parker. 

Pharrell’s own Billionaire Boys Club has collaborated with Adidas Originals in support of the “Now Is Her Time” efforts to create two unisex shoes that will support the campaign. Known as the “Now Is Her Time” pack, the two silhouettes are available at Billionaire Boys Club in two exclusive colors: a vibrant red and a fluorescent yellow. Athleisure at it’s finest, these exclusive kicks add an eccentric pop of color and a vibrant aesthetic to any outfit, all the while remaining comfortable in style. 

In an Instagram post promoting the campaign, Pharrel wrote, “History was her time. Now is her time. The future is her time,” and the buzz surrounding his efforts has been astoundingly supportive. The “Now Is Her Time” pack will be available in Billionaire Boys Club NYC, London, and Tokyo Flagships as well as the website on August 31. Show your support with these politically-aware sneakers because now is certainly her time. 

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