True radical visibility is giving the space to under-represented communities that they have always been denied, or forced to hide from. In summer 2023, we got the opportunity to celebrate queer athletes Joy Run Collective, Leone and Yassin Chekkouh in both Berlin and Paris for Nike.
It was important especially when making queer work with a commercial brand amid the backdrop of rampant pride washing, to show the true lived experience that reflects current conversation and feeling in the queer world. That shows all of our different ways of being.
The fact that in this work we're able to showcase a range of stories from the joys of running and advocating for BIPOC* spaces, to living proudly with AIDS, or using fitness to feel empowered as a non-binary person. It’s important to recognise the efforts the whole team went to in bringing this to life, true representation really does matter especially when giving this community's stories visibility at this scale.
