Brooks Partners with JZD for Year-Round LGBTQ+ Celebration
Grace Mahas — June 4, 2025 — Fashion
References: brooksrunning
Brooks Running has teamed up with JZD, a brand founded by queer Latina couple Jennifer Serrano and Veronica Vasquez, to create a collaborative collection that celebrates authentic identity in athletic wear. The partnership extends beyond seasonal Pride messaging, positioning itself as a year-round commitment to LGBTQ+ visibility in the running community.
The collection centers on a special-edition Glycerin 22 running shoe featuring vibrant colorways and hidden Spanish phrases encouraging runners to "run feliz, run fuerte, and run libre." Accompanying apparel includes sweatshirts, shorts, and tees designed to reinforce the message that authentic self-expression belongs in athletic spaces. Brooks has supported Front Runners, an LGBTQ+ running organization, for seven consecutive years, demonstrating sustained commitment rather than performative allyship. The collaboration represents a strategic approach to inclusive marketing that creates genuine community connections while expanding both brands' reach within underserved athletic demographics.
Image Credit: Brooks Running
The collection centers on a special-edition Glycerin 22 running shoe featuring vibrant colorways and hidden Spanish phrases encouraging runners to "run feliz, run fuerte, and run libre." Accompanying apparel includes sweatshirts, shorts, and tees designed to reinforce the message that authentic self-expression belongs in athletic spaces. Brooks has supported Front Runners, an LGBTQ+ running organization, for seven consecutive years, demonstrating sustained commitment rather than performative allyship. The collaboration represents a strategic approach to inclusive marketing that creates genuine community connections while expanding both brands' reach within underserved athletic demographics.
Image Credit: Brooks Running
Trend Themes
1. Year-round Pride Collections - Athletic brands are moving beyond seasonal marketing to embrace continuous LGBTQ+ representation, fostering inclusivity.
2. Culturally-inclusive Athletic Gear - Incorporating cultural elements and language into sports apparel appeals to diverse consumer identities and enhances engagement.
3. Authentic Identity Marketing - Brands prioritizing genuine connections with underserved communities offer a more relatable and powerful narrative in marketing.
Industry Implications
1. Athletic Apparel - The athletic apparel industry is enhancing its market by incorporating culturally and socially inclusive designs.
2. LGBTQ+ Advocacy in Business - Collaborations focusing on LGBTQ+ visibility indicate a growing sector where business and activism intersect sustainably.
3. Inclusive Fashion - Expanding inclusive fashion lines reflects a shift towards diversifying consumer markets with genuine equity and representation.
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