Pharrell X Adidas Originals “Her Time” Campaign

Pharrell Williams‘ new campaign with Adidas Originals is here and it’s all about empowering women and championing women’s rights. Shot by Collier Schorr, the video features a diverse group of women of different identities across the spectrum of arts and activism, including Black Lives Matter co-founder Patrisse Cullors, filmmaker and human rights activist Sana Azim, writer and director Reggie Yates, Period.org founder Nadya Okamoto, musician Syd, architectural technologist Iddris Sandu, Art Mom project founder Tyra Mitchell, surfer Keala Naihe, and more.

Titled “Now Is Her Time“, the promotional video starts with a quote from Pharrell reading “History was her time. Now is her time. The future is her time” before it transitions to women telling the audience of their personal feminist messages.

“I feel the most empowered now. 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. 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.”

“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. Now is her time.”

The campaign teases a new collection of unisex clothing and footwear for adults, juniors, kids, and infants. The capsule is set to launch both in-store and online on August 31 at Adidas stores, Foot Locker, and other retailers.