To honour Pride Month, global athletic and casual footwear retailer PUMA is turning its headquarters into a beacon of light every evening after sunset until the end of July.
Each evening the impressive building is being turned into a bright rainbow, the symbol of the LGBTQ community and its associated social movements. At PUMA, the brand is celebrating Pride Month by highlighting that it is all about being yourself, as well as being supportive and staying optimistic.
The contrasting colours on show are there to portray the diversity of the LGBTQ community, and the bright colours, first used in San Francisco are now renowned across the globe as the symbol for their rights. Also this month, the company partnered with Cara Delevigne for From PUMA With Love, a collection that is timely and perfect for utilising when taking to the streets for marches and celebrations. As part of this collection, twenty per cent of the proceeds from the items go to the Cara Delevingne Foundation, which supports LGBTQI+ charities including the Trevor Project, Mind Out, and GLAAD.
