To be Asian means to be infinite. There are more than 50 countries in the Asia-Pacific region, and celebrating the diversity and depth that has long existed in each is paramount. Racist rhetoric used to talk about the COVID-19 pandemic has led to heightened levels of anti-Asian racism and senseless acts of violence. In response, the Asian community is banding together. We at adidas stand in solidarity with them.
Asian people are telling their stories — and the world is their stage. This Asian Pacific American Heritage Month, adidas is paying homage to the diversity of the Asian community by highlighting local creatives and giving them a platform through which to share their experiences. Representation matters.
“I am Guatemalan, Filipino and Chinese, and I was raised Jewish by my Polish-Russian stepfather. For me, it was more about not worrying about the differences and not paying attention to the stigmas and stereotypes, but looking into the quality and integrity of their personalities. I think those experiences have helped me find ways to authentically connect with people through storytelling.” — Bernie Gross, creative director of Extra Butter
“Representation is more than being seen, it’s being heard, respected, and for change to be enacted. Representation in communities means giving a platform to the most marginalized and understanding that those closer to the problem are closer to the solution. It means making an active choice every day to learn and support one another and going beyond our comfort zones to uplift the voices that have been ignored. Representation in this diverse community means learning from Polynesians, Melanesians, Micronesians, West Asians, Central Asians, South Asians, Southeast Asians, East Asians, Multiracial API and LGBTQIA+ API. Only when all of our stories are told and the whole spectrum of our community is represented can we break the stereotypes that have been set to divide us. Brands and the media have to do better in actively amplifying the full spectrum of Pacific Islanders and Asians.” - Kari Okubo, Hate Is A Virus
Cultivating community drives growth and a shared sense of purpose. At adidas, we believe in supporting and engaging with local and global communities and having a positive impact on both. Change is possible through community. Now, more than ever, we feel the importance of nurturing the interconnectedness of the Asian Pacific American community — with each other and the world.
“NYC is all about good communities. Without getting involved in those communities, I definitely would not have been able to be where I am today.” - Pep Kim
Being an ally to the Asian community means understanding that Asians are not a monolith. The Asian experience is vast and varied.
Inclusivity of all cultures, especially those typically left out of the conversation, is vital. Humanizing the Asian experience helps raise our collective consciousness, allowing us to better hold each other accountable for change.
“In Chinatown New York, we have so many places that people go to for their day-to-day lives, but do we really take the time to stop and ask them what their name is? How are they doing? Things like this humanize these businesses. That’s important because once we know who they are, we can be accountable for that and create a stronger bond between everyone who interacts with each other in our respective communities.” - Marcia Hu, Send Chinatown Love
We invite you to celebrate Asian Pacific American Heritage Month with us by amplifying and honoring Asian stories. Follow adidas NYC and adidas LA on social media for stories and wisdom from our APA community.