The concept was to bring together new and old sports ambassadors and active minds within the LGBTQ+ community to amplify the conversation and drive action toward the safety of everyone. We equated the vehicle as a space within which “safe” dialogue can unfold. This supports the brand’s heritage focus on safety.
The launch partnership with Athlete Ally allowed for a quick megaphone via their network of professional athlete ambassadors. The campaign featured trans professional skater Leo Baker and was executed by the LGBTQ community.