Alexa Lopez
Alexa Lopez

THE NEW ID
June 2021

Envisioned with the aim of humanizing, uniting, and supporting trans athletes, our Pride Month campaign in 2021 delved deep into the lives of trans and non-binary athletes. The primary goal was to convey that everyone, regardless of their identity, deserves respect.

Amidst cultural discussions debating whether trans athletes have unfair advantages based on their birth identity, our focus shifted to an aspect that deserved more attention: humanity. Our campaign aimed to spotlight the significance of addressing individuals appropriately and recognizing the power of labeling them beyond their self-identification. We believed that taking this simple yet crucial step was essential to curbing the negative rhetoric that trans athletes were encountering.



THE NEW ID
June 2021

Built with the desire to humanize, unite and support trans-athletes, our 2021 Pride Month campaign took a deep dive into the lives of trans and non-bianary athletes to show that everyone, no matter how they identify, deserves respect.

While conversations out in culture were debating whether or not Trans athletes have unfair advantages because of who they were born to be, we instead focused on an aspect of the conversation that didn’t get enough attention; humanity. We wanted to show and educate on the importance of properly addressing someone but also the power of labeling them for more than just how they identify themselves. We felt this easy and necessary step was crucial in minimizing the negative rhetoric trans athletes were receiving.

Creative lead: Ricardo Viramontes | Creative Operations: Lien Nguyen | Associate Creative Director: Dorado Quick | Strategist: Charlie Jim-George | Art director: Alexa Lopez | Graphic designer: Loreley Flores | Athlete relations: Sky Dickinson | Producers:  Khadija Brown, Kelli Huarte, Casey Cho | Photographers: Yves Laroque & Sage East | 1st assistant: Josue Martinez & Garren Pryce | Digi Tech: Edward Pages | Marketing Operations: Elyse Kellogg & Angelina Singleton | Programming/social: Sebastian Arriagada, Jamie Renata, Conrad Kaczmarek | Stylist: Bryan Villalobos | Stylist assistant: Garrett Ives | HMU: Kaitlyn Matlock

Alexa Lopez
Alexa Lopez
Alexa Lopez
Alexa Lopez
Alexa Lopez
Alexa Lopez
Alexa Lopez
Alexa Lopez
Alexa Lopez
Alexa Lopez
Alexa Lopez
Alexa Lopez