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PRIDE 2022—HOW BRANDS ARE CELEBRATING THE LGBTQ+ COMMUNITY THIS JUNE



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It’s June again—the month social media braces for an onslaught of rainbow-colored logos and products. But, Pride 2022 is different than previous celebrations. This year's festivities are shadowed by the numerous pieces of anti-LGBTQ+ legislation that have passed or been proposed since last June, disproportionately affecting transgender Americans and queer youth.


Rather than documenting each brand’s revamped packaging, Ad Age collects this year’s top Pride campaigns with purpose. Check back throughout the month to stay up to date on the latest work supporting the LGBTQ+ community.


Gymshark is highlighting the diversity of athletics and the inclusive communities that LGBTQ+ people have found in fitness spaces. From an all-LGBTQ+ production team, the brand is rolling out a series of videos, called “Pride in Progress,” throughout June and beyond showcasing inspirational stories of found family.


The campaign seeks to end the idea that fitness environments are exclusionary and judgemental through the series aimed at younger generations of queer athletes eager to celebrate identity in all facets of their fitness journeys. Teaming with a roster of fitness personalities across a diverse spectrum of identities, the video series tells the stories of LGBTQ+ athletes and how they overcome stigmas around gender and identity.


Mastercard opens 'Mastercard Pride Plaza' in Decentraland

As part of Decentraland’s virtual Pride celebration throughout the month of June, Mastercard has opened the “Mastercard Pride Plaza” within the metaverse gaming platform. Within the immersive experience, players will be able to interact with Mastercard executives as well as LGBTQ+ personalities and advocacy groups. Those include actress Candis Cayne, NYC Pride Executive Director Sandra Perez and Lesbian, Gay, Bisexual & Transgender Community Center Executive Director Glennda Testone. The virtual activation will also include musical performances, a recreation of Mastercard’s NYC Pride float designed by Brooklyn-based illustrator Shanée Benjamin as well as limited-edition NFT gear for Decentraland avatars.


Mastercard will further its Pride presence in the Metaverse by launching “True Self World” on June 21 in Horizon Worlds. In collaboration with Meta’s Creative Shop, the space within Meta’s emerging metaverse platform will serve as an ongoing communal space for LGBTQ+ users rather than featuring splashy experiences. Available in the U.S. and Canada using the Meta Quest 2 headset, the world will include private spaces for connecting with other queer users as well as interactive games and activities. The “True Self World” is part of Meta’s official “Pride World Hub,” built by LGBTQ+ creators.


On Fire! Marcus Samuelsson On Netflix’s Sizzling New ‘Iron Chef’—Inspirational


Acclaimed Iron Chef Marcus Samuelsson is back, sparking his glowing talents on the new Netflix show, Iron Chef: Quest for an Iron Legend, which premieres June 15, as eight episodes. Netflix worked its unique magic, reigniting and reimagining Iron Chef America, which had been at the Food Network for years. The result is a dashing competitive extravaganza — fresh, fierce yet friendly, and utterly fabulous. Samuelsson shares the Kitchen Stadium arena with stellar Iron Chefs Curtis Stone, Gabriela Cámara, Dominique Crenn and Ming Tsai. They face off against seven formidable challenger chefs for the final Legend title. One happy certainty: There are a wealth of talented, smart, personable, wildly creative chefs. Lucky us.