This year, the Under Armour 2021 Pride capsule is titled 'United We Win' and it was recently launched. The pieces in the collection are said to be designed by "[the company's] LGBTQ+ teammate resource group," also known as UNIFIED.
As expected, the Pride capsule features motifs borrowed from the Pride flag. Some of the more interesting pieces—like the UA Forge RC Pride Sneakers, the UA Pride Short Sleeve, and the UA Launch SW 7'' Shorts—stand out with numerous graffiti-like writings. According to the press release, these designs are inspired by "the original Pride march in 1970." RJ Mansfield, UNIFIED's commerce lead, shared that: [They] used everyone's signs to inspire the print, which is essentially a photo collage of handwritten messages of Pride."
A portion of the proceeds from the Pride capsule is going to benefit The Pride Center of Maryland.
Pride-Honoring Athletic Collections
The Under Armour 2021 Pride Capsule is Designed by Unified
Trend Themes
1. Lgbtq+-inclusive Collections - Designing athletic collections that reflect the diversity of LGBTQ+ people, their pride, and their voices create opportunities for inclusive marketing and product development.
2. Celebration-inspired Designs - Creating products inspired by cultural celebrations can help businesses tap into the consumer desire to commemorate and participate in meaningful events.
3. Social Responsibility Initiatives - Allocating a portion of proceeds from sales to benefit relevant social causes demonstrates corporate social responsibility, fosters customer loyalty, and benefits targeted organizations.
Industry Implications
1. Athletic Wear - Athletic wear companies can disrupt the market by providing LGBTQ+-inclusive apparel that accurately represents the diversity of the community, inspiring inclusivity and empowering marginalized voices.
2. Fashion and Retail - Fashion and retail companies that create collections inspired by cultural celebrations can tap into the increased demand for products that embody meaning and create meaningful experiences within marginalized communities.
3. Nonprofits and Social Organizations - Nonprofits and social organizations that partner with corporations to create change and to benefit relevant social causes can establish long-lasting partnerships, bring joint impact and deliver a message through a broader platform.