Nike’s back with another year of its BeTrue campaign, which has been supporting LGBTQ+ people in sports and beyond since 2012. This year, however, Nike is not just slapping any old rainbow on its products—it’s partnered with the estate of Gilbert Baker, the political activist who claimed the rainbow for LGBTQ+ people by creating the pride flag. Baker sewed the flag as a symbol for gay joy, positivity, and unity in 1978. Four decades later, the flag is featured on this year’s line of Be True products, alongside Baker’s signature.
With the launch last week comes an ad campaign featuring some of the most important LGBTQ+ athletes of 2019, including WNBA star Sue Bird, track and field champion Caster Semenya, and triathlete Chris Mosier.
This year Nike is also granting financial support to 20 LGBTQ+ organizations, including the GLBT Historical Society, the Hetrick-Martin Institute, the National Gay Basketball Association, and You Can Play.