Pride Brand Campaigns: The 17 Most Powerful Examples + Why They Work
In 30 seconds
To celebrate pride in 2025, you'll need to do more than slap a rainbow on your logo.
Pride month campaigns should be thoughtful, understanding and educational.
We've rounded up some of the most powerful marketing campaigns to inspire your initiatives and explain why they work so brilliantly.
How can your brand celebrate pride in 2025? By now, it should be obvious that jumping on the bandwagon of "rainbow capitalism" without adding value for LGBTQ people won't fly. So how can your marketing campaigns actually make a difference?
In 2025, UK Pride takes place in a more complex landscape. Data from the Office for National Statistics shows a four-fold rise in young Britons identifying as LGBTQ over the last decade, but recent studies also indicate that young men and women are more divided than on gender issues, particularly when it comes to feminist identification (53% of women versus just 32% of men). And unfortunately, discrimination, hate crime and harassment against LGBTQ+ individuals is on the rise in the UK.
This means that come June, brands can't just wheel out the same tactics they've used in recent years. To get inclusive marketing right, you need to engage more deeply with the subject of equal rights, and be willing to actually ensure your campaign does more than increase visibility of issues - and actually addresses them.
We've rounded up some of the most powerful pride brand campaigns from recent years and noted why each works so well. These examples celebrate diversity, raise awareness, and create real impact. Get inspired and get ready for your brand's most colourful, brilliant and successful pride month ever.
The 15 Most Powerful Pride Brand Campaigns (and why they work)
1. H&M "My Chosen Family" (2024)
H&M's 2024 "My Chosen Family" campaign focused on the concept of non-biological families that play an essential role for many LGBTQ+ people. They launched a vibrant collection of clothing and accessories designed in collaboration with LGBTQ+ designers, featuring bold prints, rainbow patterns, and empowering messages.
The campaign embraces the message that "Family is Love Without Limitation" and illustrates how chosen families bring the LGBTQ+ community together, creating a sense of belonging that might otherwise be missing.
Why it works
H&M demonstrates a nuanced understanding of LGBTQ+ experiences by focusing on the concept of chosen families—a vital support structure for many. This approach shows a deeper level of engagement than simply using rainbow imagery. By collaborating with LGBTQ+ designers, they ensure authentic representation in their products.
H&M's ongoing support of organisations like the ACLU and The Trevor Project also demonstrates a year-round commitment beyond just Pride month marketing, showing solidarity with the movement throughout the year.
2. Nike "Be True" (2024)
Nike has long been a trailblazer in promoting diversity and inclusion, and their 2024 "Be True" campaign is a testament to their unwavering commitment to the LGBTQ+ community. This campaign focused on celebrating the authenticity, creativity, and courage of LGBTQ+ individuals through a vibrant collection of apparel, footwear, and events.
Nike's campaign emphasises safety and inclusion in sport, with designs created by members of the LGBTQ+ community. The "Be True" collection for 2024 featured gender-neutral products in rainbow colours and symbols that reflected the diversity and unity of the LGBTQ+ community.
Why it works:
Nike's approach goes beyond just selling rainbow merchandise—it's a platform for advocacy and authentic representation. By creating gender-neutral products and highlighting safety in sports, Nike acknowledged the real challenges faced by the LGBTQ+ community. The campaign is both a celebration and a powerful statement of support.
For brands in 2025, taking on this balanced approach is particularly important given the increasingly divided views among young people on gender issues in the UK. By involving LGBTQ+ designers, Nike ensured authentic representation rather than simply appropriating symbols—a key consideration for audiences who value authenticity above all.
3. Dr Martens “1461 For Pride Oxford”(2021)
For their 2021 Pride campaign, Dr Martens partnered with The Trevor Project, the world's largest suicide prevention and crisis intervention organisation for LGBTQIA young people. It was their 5th year of partnering with the organisation, and the campaign included a £100,000 donation and provisions of resources to those in need.
As for product, Dr Martens released the "1461 For Pride Oxford" – a genderless design that pays tribute to the Pride movement through an embroidered rainbow flag, laces and stitching. The brand notes, "For decades, our LGBTQIA+ wearers have been lacing up their DMs and taking to the streets. Marching in our boots and shaping them into a symbol of rebellion, but despite everything they've achieved, the work is nowhere near done."
Why it works:
Dr Martens' statement makes it clear that LGBTQ+ support is key to the brand's values. Their comms emphasise the importance of the queer community in the brand's past and present. Supporting the Trevor Project shows a fluent knowledge of the issues facing LGBTQ+ people, and a demonstrable effort to help them. By acknowledging both the progress made and the challenges ahead, they position themselves as authentic allies in an ongoing struggle for acceptance in society.
4. Macy's “Mission Every One” (2024)
Macy's Pride campaign, also in partnership with The Trevor Project, was an emotional PSA where Queer youth recounted pivotal moments in their self-acceptance journeys. Examples included a non-binary person wearing a suit to prom and a trans woman trying on her first wig.
This effort underscored Macy's long-standing commitment to LGBTQ+ support, which includes raising over $6.2 million through their round-up programme for The Trevor Project's life-saving resources. By incorporating stories from real people, they put the LGBTQ+ community center stage in their campaign.
Why it works:
This campaign is powerful because it centres real stories of self-expression from LGBTQ+ youth—authentic narratives that resonate emotionally with viewers. By partnering with The Trevor Project, Macy's supported a crucial organisation providing life-saving mental health services to LGBTQ+ young people.
Macy's' round-up programme also creates a tangible mechanism for consumers to contribute to positive change. This approach combines storytelling, education, and direct support—making it a comprehensive pride campaign that drives real impact.
4. Skittles "Find Your Community" (2024)
Skittles took a unique approach to their 2024 Pride campaign by launching the "Find Your Community" campaign with the tagline "When You Find Your Community, Your Colours Shine."
The campaign acknowledged that "the LGBTQ+ community isn't just one shade, but the full rainbow". Skittles partnered with GLAAD - the media monitoring organisation that works to accelerate acceptance for LGBTQ+ people - for the fifth consecutive year and highlighted specific LGBTQ+ organisations such as The Queer Big Apple Corps, providing transparent information about what their funding supports.
Why it works:
Skittles cleverly played on their own brand identity (taste the rainbow) while making a deeper point about diversity within the LGBTQ+ community. By highlighting multiple organisations and being transparent about their profits and funding, they demonstrate genuine support rather than vague allyship.
The focus on community building acknowledges that Pride is about connection and belonging. Skittles' long-standing partnership with GLAAD also shows consistency in their support, which builds trust with consumers.
6. Absolut Vodka “Pride in Diversity” (2018)
The signature Absolut Rainbow Bottle has been around since 2008 (the year of the pride flag's 30th anniversary). Absolut collaborated with artist and activist Gilbert Baker, the designer of the original pride flag, to create a lasting LGBTQ+-friendly symbol on their bottle. This limited-edition item has flown out every June, and in 2018 the company made it a permanent fixture for the pride flag's 40th birthday.
But it's not just the product itself that makes people come back. Absolut have created Pride-themed cocktails to get anyone's taste buds going, promoting their belief that everyone should have the freedom to love who they want.
Why it works:
Absolut have used the pride flag as their symbol of support for yonks, and it's not just for show. They were a founding sponsor of the GLAAD Media Awards, an early sponsor of RuPaul's Drag Race and have been contributing to LGBTQ+ charities for many years.
Trust is key here, and through Absolut's endorsements, they have built it from the ground up with the LGBTQ+ community. Their long-term commitment demonstrates authenticity, making their Pride support feel genuine rather than opportunistic. By showcasing their efforts over time, they represent what true commitment to a cause looks like.
7. Athletic Brewing Company "Rainbow Wall" (2024)
Athletic Brewing Company launched "Rainbow Wall" beer for Pride 2024. The non-alcoholic brew is "named after one of our favorite climbs in Red Rock Canyon, Rainbow Wall." This connection to physical activity aligns perfectly with their mission "To positively impact our customers' lifestyle while greatly impacting our communities and environment for the better."
The Rainbow Wall brew is part of the brand's IMPACT Brew series, and donations from sales go to The OUT Foundation, supporting their efforts to remove barriers to access while empowering LGBTQIA+ bodies and minds across the fitness space.
Why it works:
Athletic Brewing Company's campaign works brilliantly because it authentically integrates Pride support into their brand identity rather than treating it as a separate initiative. The connection to climbing and the outdoors maintains brand consistency while supporting the LGBTQ+ community.
The choice to support The OUT Foundation specifically addresses barriers in fitness spaces—a targeted approach that shows genuine understanding of LGBTQ+ experiences in their industry. The collaboration between the brand and the foundation shows how partnerships can create meaningful change.
8. NYX Cosmetics "Proud Allies for All" (2024)
NYX Cosmetics' 2024 "Proud Allies for All" campaign is "A yearlong brand mission to celebrate love, support, and equality by cultivating global alliances with LGBTQIA+." Beyond the colourful cosmetics, the campaign emphasises education and advocacy. NYX partnered with the Los Angeles LGBT Center to provide resources and support for the community, including an Allyship Training Quiz which, if completed, results in a discount.
The campaign mission emphasises that "pride is not a month-long campaign, but a yearlong celebration of the LGBTQIA+ community." This focus on inclusivity year-round sets them apart from companies that only show up in June.
Why it works:
NYX goes beyond product offerings to focus on education and advocacy—recognising that many consumers want to be better allies but may not know how. The Allyship Training Quiz is particularly relevant in Britain's current climate, where research from UCL and the University of Kent has found social media algorithms amplifying divisive content to young people.
By providing educational resources, NYX helps bridge the knowledge gap that contributes to polarised views. The quiz is a clever way to both educate consumers and incentivise engagement through discounts. Their partnership with an established community organisation adds credibility to their efforts and shows how educational content can be integrated into marketing.
9. Levi's “All Are Welcome” (2021)
In their Pride 2021 collection, Levi's centred its message around the power of self-identification and visibility for LGBTQIA+ people, as they struggle for rights and protections throughout the world. The collection comprised 20 unique items and included customisation options, including self-identification pronouns.
Notably, the Pride collection included a sports bra. Austin McCune, senior merchant for Levi's brand, said "this collection is genderless… But when you look at the genderless marketplace, it's very masculine leaning. Introducing a sports bra flips it on its head."
When Levis first launched their Pride collection in 2014, the messaging focused mainly on marriage equality. As Austin notes, "Gays were still somewhat marginalised, but there's been an evolution. This time around, the Trans community is fighting for their voice." This collection sought to include these people.
Why it works:
Levi's shows a sophisticated understanding of how LGBTQ+ issues evolve over time, updating their messaging to reflect current priorities rather than rehashing outdated narratives. By introducing products like sports bras into a genderless collection, they challenge masculine-leaning defaults in "genderless" fashion.
The customisation options with pronouns demonstrate awareness of identity issues that matter to their audience. Their willingness to evolve their approach shows genuine commitment to serving the community's changing needs and helping to create an inclusive work environment through their products.
10. Outfront Media “Protect Our Pride” (2024)
Out-of-home company Outfront Media and GLAAD, a leading LGBTQ+ media advocacy organisation, joined forces for the impactful 'Protect Our Pride' campaign, which puts the spotlight on LGBTQ+ individuals through personalised messages displayed on digital billboards across America.
By making a donation to GLAAD, individuals could have their photo and name showcased alongside one of six empowering messages, such as 'Protect All Love' and 'Protect My Family.' This initiative raised funds for GLAAD's mission to accelerate acceptance and equality for the LGBTQ+ community.
Why it works
This campaign brilliantly combined visibility with fundraising, allowing LGBTQ+ individuals to literally see themselves represented in public spaces. The campaign transformed traditional advertising spaces into platforms for personal expression and community visibility.
By focusing on protection themes, this campaign acknowledged the political climate where LGBTQ+ rights are under threat in many areas. The public nature of billboards creates conversation and awareness beyond just those already engaged with LGBTQ+ issues, amplifying the impact and spreading hope.
11. Lime "Third Spaces" (2024)
Lime, the world's largest shared electric vehicle company, launched its largest-ever global Pride campaign across 14 cities in 2024. The campaign focuses on supporting the LGBTQ+ community in reaching their "third spaces" safely with Pride-wrapped vehicles.
Third spaces are vital sanctuaries for Queer individuals that provide environments where they can fully express themselves. Beyond Pride Month, Lime fosters inclusivity within the organisation through its LimePride Employee Resource Group and ongoing support for LGBTQ+ causes.
Why it works
Lime's campaign demonstrates an insightful understanding of LGBTQ+ experiences by focusing on "third spaces"—locations beyond home and work where people can truly be themselves. This shows a depth of knowledge about the challenges faced by the community. The Pride-wrapped vehicles create visible symbols of support while serving a practical purpose. By implementing this campaign across 14 cities worldwide, Lime shows a global commitment to the movement.
The internal LimePride Employee Resource Group also ensures Lime's external marketing is backed by internal policies that create an inclusive work environment.
12. Converse “Find Your Pride” (2021)
For Converse's Pride 201 campaign, the company tapped young LGBTQ+ creatives to "work alongside more than 50 LGBTQIA+ Converse teammates and their allies from concept to realisation." Converse supported the It Gets Better Project and released a collection named "Find Your Pride."
This collection sought to explore the duality of struggle and joy along the journey to self-love amongst LGBTQ+ people. Converse listened to stories from this community and identified the theme of the fight for self-acceptance as an individual, before meeting up to march for Pride parades amongst people who can relate to your experience.
The footwear designs celebrated this journey of self-expression. Each featured elements from a "Find Your Pride" mural, the left side of which depicts the struggle, while the right highlights the joy of self-acceptance.
Why it works:
Converse's approach demonstrates the power of authentic co-creation by involving LGBTQ+ creators and team members throughout the entire process. This ensures the campaign reflects real experiences rather than stereotypes. By highlighting both struggle and joy, they acknowledge the complexity of LGBTQ+ lives rather than presenting a sanitized version. The visual storytelling through the split mural design adds depth and meaning to what could have been just another rainbow-themed product.
Over the years, Converse have donated more than $1.3 million to LGBTQ+ organisations, showing their commitment extends beyond creativity to tangible financial support.
13. Saks Off 5th “Celebrating Pride” (2024)
Luxury retailer Saks Off 5th celebrated the LGBTQ+ community within the company for their 2024 Pride campaign. Led by their associate resource group, Off & Proud, the campaign featured a photoshoot of LGBTQ+ employees sharing their personal journeys of self-discovery and coming out.
The brand also continued its support for the Phluid Phoundation, a nonprofit associated with gender-free clothing store The Phluid Project, with a £50,000 donation, marking Saks' fourth consecutive year of support. The project aims to cultivate a safe space where associates can express their authentic selves.
Why it works:
Saks Off 5th's campaign stood out by focusing on their own employees—showcasing authentic stories from within rather than hiring external talent. This approach demonstrates that their commitment to the LGBTQ+ community starts at home, by creating an inclusive work environment.
This employee-centered approach feels genuine and avoids the appearance of opportunistic Pride marketing, instead showing how companies can celebrate their own diverse workforce. And by highlighting personal journeys of self-discovery, they create emotional connections with audiences.
14. Reebok “Reebok Collective” (2024)
In 2021, Reebok launched the "Reebok Collective" program, handing creative control to influencers with the aim to highlight their mission to create an inclusive community of acceptance and belonging. The brand collaborated with Lazarus Lynch and created a short film featuring Richie Shazam, Maxwell Pearce, Mizzko, Broderick Hunter and Amrit. The film included these creators with a script focusing on the question "what do you see?" in LGBTQ+ people.
Reebok released this video along with their Pride collection which triggered a £75K donation to the Sylvia Rivera Law Project (a non-profit helping transgender, gender non-conforming, and intersex youth).
Why it works:
Reebok gave Lazurus creative freedom on the project, giving a member of the LGBTQ+ community full control of what they wanted to speak out about. Allowing lesbian, gay, bisexual, transgender or queer people to have a voice is what Pride is all about.
By handing over creative control to LGBTQ+ creators, Reebok ensures authentic representation and demonstrates trust in the community's ability to tell their own stories. The question "what do you see?" challenges viewers to look beyond stereotypes and see LGBTQ+ individuals as complete human beings. Their substantial donation to the Sylvia Rivera Law Project shows targeted support for one of the most marginalized groups within the LGBTQ+ community.
15. MAC “Viva Glam” (since 1994)
MAC viva glam started back in 1994 when they released a limited edition lipstick with 100% of the profits going towards HIV/AIDS charities. A radical move at the time, it poineered a revolutionary attitude towards beauty and its connection to the LGBTQ+ community. The campaign was originally fronted by Drag Queen RuePaul, and since then, MAC has partnered with an iconic celebrity each year, including Rihanna, Fergie, Nicky Minaj and Elton John.
2024 marked the 30th anniversary of the long-running campaign, which has since expanded to support a variety of causes championing sexual, gender, racial and enviornmental equality. For the anniversary, MAC renamed its Viva Glam lipstick line to reflect the initiatives it supports: Viva Heart Viva Planet, Viva Empowered and Viva Equality.
Why it works
MAC's Viva Glam campaign represents a comprehensive initiative that includes annual AIDS walks in the US, the Red Run in the UK, and collaborations with NGOs worldwide. On social media, they promote Viva Glam Fridays and have launched an artist ambassador competition on TikTok and Instagram. This well-rounded approach highlights MAC's enduring commitment to enhancing and supporting the community, especially for marginalized groups.
16. The North Face’s “Summer of Pride” with Pattie Gonia
The North Face launched "The Summer of Pride," a nationwide event featuring Pattie Gonia, the alter-ego drag queen of outdoor influencer and environmental advocate Wyn Wiley. Pattie wore a limited edition rainbow-themed collection and invited everyone to “Come out … in nature.”
The 'Summer of Pride' tour included hikes, workshops, panels, and featured speakers, all focused on the outdoors, along with a collection of camping clothing made from recycled materials. Despite facing significant backlash from right-wing US voices at the time, The North Face stood firmly behind the campaign.
Why it works
This campaign aligns with the brand's goals of fostering a more inclusive outdoor community while raising awareness about the climate crisis. By organising events across multiple states in the US, The North Face encouraged LGBTQ+ people to come together in an inclusive, welcoming environment, emphasising that the outdoors is for everyone. The brand also demonstrated resilience and strength by ignoring criticism and collaborating with drag queen Pattie Gonia for two years.
17. Microsoft “Radical Joy”
As part of Microsoft's Radical Joy campaign in 2024, the brand created a unique pride flag that celebrates 74 communities through a vibrant design. This flag was available as a collection of open-source graphics, encouraging the public to edit, remix, and share it online. Additionally, Microsoft produced a set of assets on Figma, including color palettes and a custom typeface, as well as themed elements for their applications such as Teams and PowerPoint.
Alongside this campaign, Microsoft's year-round efforts included hosting a webpage called "Microsoft Unlocked," which features LGBTQ+ employees sharing how they experience 'radical joy' by expressing their identity at work and what pride means to them. In 2024, they also donated $1.3M to various charities helping the LGBTQ+ community.
Why it works
The Microsoft's "radical joy" highlights the significance of inclusivity in the workplace by heroing the real-life stories of its LGBTQ+ employees. By providing resources which are available year-round, this campaign acknowledges that support and pride are integral to everyday life, extending beyond just the month of June.
Mircrosoft designed its efforts to be widely accessible. The desktop wallpapers and themes for Microsoft's software apps are designed to start conversations and cultivate connections around pride at work. Additionally, the graphics that encourage individuals to express and celebrate their identities, are open-source - fostering easy creativity within the LGBTQ+ community and beyond.
Conclusion: successfully navigating Pride in 2025
Flying the flag for inclusivity isn't just for June—it's a year-round commitment. What makes this particularly challenging for British marketers is the emerging duality within young people that recent research has uncovered.
For UK brands navigating this complex landscape, the most powerful Pride brand campaigns demonstrate several key principles:
Authentic understanding of the diverse views and experiences within the LGBTQ+ community
Year-round commitment to inclusivity that goes beyond Pride month marketing
Direct support for UK-based LGBTQ+ organisations doing crucial work through donations and resources
Educational content that addresses misconceptions and builds bridges between differing viewpoints
Inclusive collaboration that brings together diverse voices in the design and implementation of campaigns
Your Pride activity must reflect internal culture at your company. It’s important to note that The Purpose Pulse 2024 report revealed that over half of young people expect companies to take stronger stances on social issues and actively promote diversity and inclusion in the workplace. Interestingly, 26% of respondents believe organisations should prioritise EDI policies simply because "it's the right thing to do”.
When planning your Pride campaigns in the UK market, remember that the most effective approaches acknowledge complexity. Building trust requires genuine allyship, consistency, and a willingness to engage thoughtfully with diverse perspectives.
As Bottle’s Designer Amelia Horner notes, “Purposeful impact begins by taking time to consider the real issues faced by LGBTQ people and how their interaction with your brand could improve these. Then, it's about putting your money where your mouth is - through thoughtful contribution. There are so many charities and organisations out there that tackle different aspects of queer struggle. Do some research and find a project that speaks to your customer. That way, your financial donations feel connected to who you are as a brand."
"Finally - and this is where you can demonstrate concrete actions, too - you need to demonstrate LGBTQ support through your workplace's core values."
By incorporating these elements into your marketing strategy, you can create Pride campaigns that not only celebrate diversity and promote acceptance but also positively impact society.