Pharrell Williams Features Pregnant and Nursing Moms in New Adidas Ads
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Pharrell Williams Features Pregnant and Nursing Moms in New Adidas Ads

“Now is my time to show gratitude to women,” Williams says.
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profile picture of Laurie Ulster
Contributing Writer
Published
October 2, 2019
adidas launches ad campaign that celebrates women
Image: Adidas

Pharrell Williams, the king of collaborations, has partnered with Adidas footwear on a female empowerment campaign featuring a diverse cast of models—including pregnant and breastfeeding moms. And people are loving it.

To promote the release of new sneaker designs by Williams’ streetwear brand Billionaire Boys Club and Adidas, the campaign, dubbed “This Is Her Time,” aims to champion the work of activists in “gender, sexuality, sexual rights, race and equality,” the brand says. The campaign video blasts the message, “Now is her time to be powerful. Now is her time to run the world. Now is her time to teach us all. Now is her time to equalize the playing field. Now is her time to stand up for her right to choose.”

The models, featured on posters, videos and social media promotions, include Nada Vasilijevic and Pania Rose, both visibly pregnant with prominent baby bumps, Tyra Mitchell (of the Art Mom Project) posing with her two kids, and Isabela Rangel Grutman, who was photographed breastfeeding her daughter Vida. Also featured are Black Lives Matter co-founder Patrisse Cullors and period.org founder Nadya Okamoto, as well as content creators, athletes, models and dancers.

Image: Adidas
Image: Adidas
Image: Adidas

“Now is my time to show gratitude to women. History was her time. Now is her time, the future’s her time,” Williams says in another promotional video. Williams is a dad himself; he and his wife have an 11-year-old son and 2-year-old triplets.

The widely-applauded campaign is striking a real chord. “Adidas empowering women and representing the diversity of womankind gets me emotional,” one Instagram user said. “To say I love this featured image of stunning breastfeeding mama is a monumental understatement,” another posted. “Amazing!!! #normalizebreastfeeding” another commented.

The sneakers come in a rainbow of vibrant colors (some with a hefty price tag), but whether you buy them or not, the message of female empowerment is out there, spreading the good word.

Please note: The Bump and the materials and information it contains are not intended to, and do not constitute, medical or other health advice or diagnosis and should not be used as such. You should always consult with a qualified physician or health professional about your specific circumstances.

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