Pharrell Champions Women’s Rights With Adidas Originals Campaign
By Peyton Blakemore
August 19, 2019
Pharrell Williams' new campaign with Adidas Originals is here and it's all about female empowerment and the championing of women's rights.
The new campaign, titled "Now Is Her Time," was shot by Collier Schorr and features a diverse group of powerful women, and those who support them, including community organizer and co-founder of Black Lives Matter, Patrisse Cullors; filmmaker and human rights activist Sana Azim; models Sara Cummings and Kadija Diawara; nonprofit leader and founder of period.org, Nadya Okamoto; writer, director, and broadcaster Reggie Yates; architectural technologist Iddris Sandu; singer-songwriter Syd; surfer Keala Naihe; mother, artist, and founder of Art Mom project, Tyra Mitchell; dancers Sheena Cain and Sophia Parker; and model and co-founder of Style Saves, Isabela Rangel Grutman.
It begins with a quote from Pharrell that reads, "History was her time. Now is her time. The future is her time," before transitioning to voiceovers from the featured women, who send personal messages to society about women's rights.
"I feel the most empowered now," the video campaign begins. "An empowered voice sounds kind of electric. Some people they just want to be heard. Be exactly who you want to be without fear of being judged for it. Regardless of gender, regardless of sexual identity... we are all equal."
"The only time it should ever be okay to look down on another person is to lift them up," the voiceovers continue. "One message that I would like to put out to the world is to remain a community. Equality comes when people break down barriers. Now is our time to come together... speak up for those who can't. Now is our time to love even harder. Now is her time to equalize the playing field."
The campaign ends with a few more powerful messages, beginning with "Everyone should be able to make decisions for their own body. I just expect to have the same rights as anyone else. Feminism is literally a synonym for gender equality." It concludes with, "Now is her time."
The "Now Is Her Time" campaign comes ahead of the release of Adidas' unisex clothing and footwear collection for adults, juniors, kids, and infants. The capsule officially drops on August 31 at Adidas stores, Foot Locker, and other retailers both online and in-store.
Watch the full campaign video above!
Photo: Getty Images