Rainbow Laces is a campaign to raise awareness and support the LGBT community in sports. Based on research, one in five 18 to 24-year-olds say they’d be embarrassed if their favourite player came out and 79 per cent of people have heard homophobic abuse at a live football game in the past year. To address this issue they started to have this idea of ‘Make Sport Everyone’s Game’ (Rainbow Laces - Pitch Marketing Group, 2020)
The movement is aimed to show that everyone can participate and enjoy sport, whoever they are and whatever their background. During the campaign activities included teams wearing Rainbow Laces during training, laces being handed out at weekend fixtures and clubs organizing meetings between LGBT fan groups were happening. (Member Matters: Rainbow Laces 2019, 2020)
The rainbow laces and wristband.
This campaign has a very positive response as other brand and companies/ brand such as Starbucks, Google, McDonald’s and Premier Inn also support it. The campaign is also supported by others sports such as tennis, boxing, racing and rugby. (Case study: Paddy Power/Rainbow Laces, 2020) This piece of responsible design have a very discursive message and is selling in the market for $2.99 each.
citations
Pitch Marketing Group. 2020.Rainbow Laces - Pitch Marketing Group. [online] Available at: <https://www.pitch.co.uk/portfolio/rainbow-laces/> [Accessed 3 May 2020].
Campaignlive.co.uk. 2020.Case Study: Paddy Power/Rainbow Laces. [online] Available at: <https://www.campaignlive.co.uk/article/case-study-paddy-power-rainbow-laces/1366883> [Accessed 3 May 2020].
Thepfa.com. 2020.Member Matters: Rainbow Laces 2019. [online] Available at: <https://www.thepfa.com/news/2019/11/20/member-matters-rainbow-laces-campaign-2019> [Accessed 3 May 2020].]
Rowe-Willcocks, H., 2020.What Is The Rainbow Lace Campaign, And Why Are Players Wearing Them?. [online] The Sun. Available at: <https://www.thesun.co.uk/sport/football/premierleague/2269576/rainbow-laces-campaign-premier-league-lgbt/> [Accessed 3 May 2020].
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