Category Is: June's Best Pride Marketing Campaigns

While Pride Month has historically been a time for brands to show up loud and proud, 2025 is hitting a little differently. This year, many major companies have noticeably scaled back—or gone silent entirely—on LGBTQ+ representation in their marketing efforts. (We broke it down here if you missed it.)

But not everyone stayed quiet. In a month where authenticity matters more than ever, a handful of brands stepped up with campaigns rooted in community, storytelling, and real impact—not rainbow logos and surface-level gestures. From street-level stunts to deeply personal narratives, these Pride campaigns didn’t just show support—they showed up.

Here are the ones that caught our eye this June 👇

🌈 Holt Renfrew | Where Fashion Meets Found Family

Holt Renfrew partnered with FUNCTION and SUPERFANTASTIC to launch House of Renfrew—a Pride campaign rooted in ballroom culture, chosen family, and unapologetic self-expression. Rich in visual storytelling and community voices, it celebrates queerness through the lens of luxury fashion.

The Takeaway: When brands lead with culture and community, the marketing doesn’t just resonate, it belongs.

🎒 JanSport | Carrying the Message

JanSport’s 2025 Pride collection does more than serve looks—it serves support. Each backpack features affirmations meant to uplift LGBTQ+ youth, acting as wearable pep talks for tough days. The brand continues its long-time partnership with The Trevor Project, with over $250K donated to date.

The Takeaway: Pride merch can be meaningful when it's purpose-packed—literally.Surprise + street teams + instant action = sunny, social success.

👟 Converse | Letters with Sole

Converse asked members of its LGBTQ+ community to pen letters to their future selves—an introspective campaign that’s equal parts powerful and personal. Backed by nearly $3.4M in global donations since 2015, Converse’s Pride impact is rooted in long-term partnerships with orgs like It Gets Better and The Ali Forney Center.

The Takeaway: Let your community lead the story when it comes to purpose-led Pride campaigns.

🏒 NHL Unites | Belonging Is a Team Sport

Through stories from the Toronto Gay Hockey Association, NHL Unites shows how inclusive spaces in sports can exist—and why they matter. The video campaign puts real voices front and center, driving home the message that everyone deserves to belong in the game.

The Takeaway: Real representation can reshape how entire communities see themselves in sport.

👑 Joe Fresh | Pride, Canadian-Style

Joe Fresh tapped drag queen icon Brooke Lynn Hytes to co-design a limited-edition Pride collection bursting with self-expression and heart. Proceeds (up to $25K) go to Pflag Canada, supporting 2SLGBTQIA+ individuals and families nationwide.

The Takeaway: Local collabs + real community impact = a Pride drop that actually gives back.

👖 Levi’s | Meet You in the Park

Levi’s 2025 Pride collection is a masterclass in cultural storytelling. Built by LGBTQ+ designers and inspired by archival research, the line reclaims symbols like the upside-down pink triangle—once used to persecute, now worn with pride. With help from Castro Tattoo and a cast of queer creatives, this campaign honors history while looking ahead.

The Takeaway: Legacy matters—use your platform to preserve and amplify queer history.

Showing Up > Showing Off

In a year where so many brands pulled back, the ones that leaned in made every moment count. Whether it was through honoring queer history, uplifting chosen families, or donating to organizations that make a real difference, these campaigns reminded us that Pride marketing doesn’t need to be loud—it needs to be real.

Because supporting the LGBTQ+ community isn’t a trend. It’s a commitment. And in a digital landscape that spots inauthenticity from a mile away, the most resonant campaigns this Pride were the ones that led with purpose, culture, and care.

Here’s to more of that, all year long. 🌈