Adidas Bows Out of Pride 2025: Time to Rethink Who We Support

Pride Sponsors Drop Out 2025 From Rainbow Capitalism to Silence

In a worrying shift this Pride Month, major corporations that once covered floats in rainbows and filled feeds with #LoveIsLove campaigns have pulled the plug on their support. The cities most affected are Toronto, New York, San Francisco, and Washington DC. They are feeling both the financial and symbolic sting.

Brands like Google, Home Depot, Mastercard, Citi, PepsiCo, Nissan, PwC, and Adidas have either reduced or withdrawn their Pride sponsorships altogether. In doing so, they reveal the difference between genuine allyship and fleeting branding moments.

Adidas The Rainbow Turned Grey

Adidas once released vibrant Pride collections co-designed with LGBTQ+ figures like Brazilian drag icon Pabllo Vittar. It was a go-to label for many queer people worldwide. But this year Adidas is no longer a sponsor of Pride Toronto and the company has remained silent.

This decision raises questions about the brand’s long-term commitment to the LGBTQ+ community, especially after years of Pride campaigns. Critics say it could be seen as a step away from meaningful engagement.

“It is not enough to profit from our identity one month a year and ghost us the next,” says one Brussels-based queer activist. “We need consistency, not conditional support.”

Why the Sudden Exit

The cause appears to be a growing backlash against diversity equity and inclusion, particularly in the United States. Corporate America is pulling back from anything that could be labeled as progressive under pressure from conservative influencers. The political climate has changed and many see the influence of Trump and his allies as a key factor.

According to The Guardian and AP News, Pride Toronto faces a six hundred and fifty thousand euro shortfall this year due to the loss of support from Google, Home Depot, and Adidas among others. NYC Pride lost over seven hundred thousand dollars following similar exits including Mastercard and Clorox. In San Francisco, brands like Anheuser Busch and Comcast also disappeared from the Pride roster.

While companies rarely share full explanations, these choices reflect a mix of political pressure, reputational risk, and repositioning in a deeply polarized climate.

Belgium Is Paying Attention

Here in Belgium, we are proud of our LGBTQ+ inclusive culture. But we are not naïve.

We recognize the same corporate logos at EuroPride, Belgian Pride, and Antwerp Pride. We also recognize when those same brands go quiet. That is why KET Magazine and its readers are keeping track of which companies are true allies and which ones only show up when it is easy.

Supporting Pride is not just about being visible in June. It is about what brands do all year long. When international companies withdraw their support in tough moments, it is up to us to redirect our attention and spending.

It is time to rethink where we spend our money. Let us support the companies that show up for the LGBTQ+ community even when it is not easy or profitable.

Who Deserves Our Support

Some brands stayed in the fight. In New York City, Tito’s Vodka, TD Bank, and Netflix remained sponsors. In Toronto, Canadian brands like Loblaws and Sobeys continued their support. These companies deserve credit and community loyalty for showing up when others left.

Belgian readers should ask themselves a simple question when they shop. Did this brand support the community when it mattered most.

Time to Reclaim Pride

Pride began as a protest. It does not need glitter-covered floats or rainbow sneakers to have impact. This wave of corporate withdrawal might even be a chance to reconnect with Pride’s roots. It reminds us that our strength is in solidarity, not in sponsorships.

If some brands are stepping back, it is time for us to step forward. Let us elevate the companies and communities that stand with us throughout the year.

We still have our flags, our voices, and each other.

Related on KET

How to Spot Pinkwashing During Pride Month : https://ket.brussels/spotting-pinkwashing

Queer Resistance Beyond Corporate Logos : https://ket.brussels/queer-resistance-2024

Meet the Belgian Brands Actually Supporting LGBTQ+ Causes : https://ket.brussels/belgian-lgbtq-allies

Sources

The Guardian article on Toronto Pride losing key sponsors : https://www.theguardian.com/world/2025/may/30/toronto-pride-google-home-depot-sponsorship-drop

AP News article on corporate retreat from Pride : https://apnews.com/article/1f41c6bc5f61dc96fbfb34ca66fb18b3

Gay City News coverage of NYC Pride budget cuts

NYC Pride loses sponsors, scales back events amid DEI backlash

Reddit thread on Adidas and Clorox sponsorship withdrawal

Pride Toronto loses two more corporate sponsors just weeks before festival launch
byu/BloodJunkie intoronto

LinkedIn post on Adidas Pride 2024 collection

https://www.linkedin.com/posts/marta-neto-_adidas-announces-2024-pride-collection-co-created-activity-7207791322131247105-SFAl