Pharrell is up to something way more than just promoting sneakers for Adidas this time.
The singer is leading a feminist campaign called ‘Now is Her Time.’
The newly released ads of the brand show a 27-year-old model and mother, Isabela Rangel Grutman, breastfeeding her 5-month-old daughter Vida.
Pharrell was not the only one to work with the Brazilian-American model, the list also includes Patrisse Cullors, the Black Lives Matter co-founder, Nadya Okamoto, the founder of period.org, Syd Bennett, singer and songwriter, Tyra Mitchell, a mom and activist, and pregnant models Pania Rose and Nada Vasilijevic.
The campaign is doing a job totally consistent with its tagline ‘Now is Her Time’ by inspiring people with living stories of successful women from all fields of life.
A video in relation to the campaign was released by Pharrell and Adidas in collaboration, which Adidas captioned on social media: “Now is her time to be powerful.
“Now is her time to run the world. Now is her time to teach us all. Now is her time to equalize the playing field. Now is her time to stand up for her right to choose.”
The images of Isabela feeding her 5-month-old went viral online and were appreciated by a lot of people across the globe.
“Adidas empowering women and representing the diversity of womankind gets me emotional,” an Instagram user wrote about the campaign.
“Huge respect to Adidas and Pharrell for their recent female-empowerment ad campaign,” said another.
One woman wrote on social media: “To say I love this featured image of stunning breastfeeding mama is a monumental understatement.”
While another kept it simple, saying: “Way to go Adidas.”
Isabela is not only a model, but she’s also the co-founder of Style Saves – a nonprofit venture providing uniforms, clothes, and supplies to schools in Miami.
All the faces in this campaign are doing something good for the world including charity ventures, community organization and awareness campaigns of all levels.
21-year-old Nadya Okamoto, one of the featured women in the ad, said: “An empowered voice sounds confident, determined and unapologetic about who they are and what their mission is.”
35-year-old Patrisse Cullors, the co-founder of Black Lives Matter, commented on the campaign, saying: “An empowered voice sounds like talking even when your voice is shaking.
“Talking even when you’re scared and afraid. Talking even when everybody else has told you that you shouldn’t be talking.”
Patrisse and Pharrell had an emotional conversation as part of the campaign where Pharrell told her: “Now is my time to show gratitude to women,” before adding “when will women recognize their incredible power and say ‘We’re not taking this anymore?’”
Mother-of-two, artist, and the founder of ‘Art Mom Project,’ Tyra Mitchell can be seen holding her two children in one of the new ads.
She wrote about it on Instagram: “This day was so inspiring to be featured alongside so many incredible, trailblazing humans. I’ve honestly only dreamed of things like this happening, but here we are!”
Twenty-seven-year-old songwriter and singer, Syd Bennett, spoke of the campaign, saying: “It’s been an uphill battle for women for a long time.
“I influence the human race by looking at myself as a human first, and an artist, producer, creative person, whatever my career is, second.”
Replaced!