In collaboration with Procter & Gamble and Athlete Ally, The Phluid Project developed a genderless apparel collection celebrating LGBTQ+ Olympic athletes during the Tokyo 2020 Games. The project merged bold messaging with global visibility at one of the world’s largest sporting events.
Featuring phrases such as “Sushi Rolls Not Gender Roles” and “Lead With Love,” the collection translated advocacy into wearable statements that resonated across cultures and platforms. Distribution spanned Olympic venues and online channels, maximizing reach and impact.
Olympic athletes, including Gus Kenworthy, were featured wearing the designs, reinforcing authenticity and athlete-led storytelling. The project demonstrates experience in global campaigns, athlete partnerships, and aligning brand purpose with international moments.