A new campaign by international sportswear brand Adidas is aiming to shed a light on the strength of women with a new collaborative campaign called Now Is Her Time. Working with singer Pharrell Williams, the campaign is told from the perspective of women from different backgrounds and the allies who support them.

“Honing in on the zeitgeist of our times, Now Is Her Time is a call to action for the 21st century. The campaign utilises Pharrell’s platform to amplify the voices of women making waves across a number of issues and perspectives,” the brand said on its official site.

The women featured range from activists to artists and the topics they champion are rooted in gender, sexuality, sexual rights, race, and equality. The campaign is also captured by legendary photographer Collier Schorr, whose portfolio of work explores the themes of gender, sexuality, and identity.

Featuring changemakers such as Patrisse Cullors, community organiser and co-founder of Black Lives Matter; Nadya Okamoto, nonprofit leader and founder of period.org; singer-songwriter Syd; writer, director and broadcaster Reggie Yates; architectural technologist Iddris Sandu; surfer Keala Naihe; filmmaker and human rights activist Sunny; models Isabela Rangel Grutman, Sara Cummings, Kadija Diawara; and dancers Sheena Cain and Sophia Parker .
Source: Adidas Originals

The campaign has been met with worldwide appraisal, especially for a picture of model Isabella Rangel Grutman breastfeeding.

“I empower my daughters by setting a good example,” Grutman said. “An empowered voice sounds very strong, loud, it’s not a calm voice.”

“Now is her time to be powerful. Now is her time to run the world. Now is her time to teach us all. Now is her time to equalize the playing field. Now is her time to stand up for her right to choose. Now is her time,” the campaign states.
Picture: Isabella Rangel Grutman

Article written by

Lucinda Dordley

Lucinda is a hard news writer who occasionally dabbles in lifestyle writing, and recent journalism graduate. She is a proud intersectional feminist, and is passionate about actively creating a world which is free of discrimination and inequality.