adidas and DJ Fat Tony have enlisted the help of Sir Sir Elton John, Kate Moss, David Beckham, Rita Ora, Edward Enninful, Pharrell Williams, Marc Jacobs, Naomi Campbell, Skin, and Amanda Lepore, to reimagine the iconic adidas Samba trainer through the theme of 'Prouder', to celebrate London Pride 2018.

Each personality has designed their own Samba model to be displayed at a unique exhibition and auctioned on eBay, with proceeds going to The Albert Kennedy Trust, which provides 'safe homes and support to LGBTQ+ youth people facing homelessness'. The adidas Prouder campaign launches July 3.