For Pride Month 2021, under the global message "Love unites," Adidas Originals China aimed to develop a localized campaign that authentically includes and represents the LGBTQ community.

Hence we created the concept "我，我们" (I, Us), utilizing character play to symbolize both individual strength and community unity, as the I in Chinese is also part of the character for Us. Instead of employing models, we featured key individuals from the community, each showcasing their unique persona. We captured a variety of social media assets including videos, behind-the-scenes footage, and prints, aiming to highlight the uniqueness of each person while also celebrating their sense of community.