At the same time as Pride celebrations take place all over the world, the FIFA World Cup is being hosted in Russia, one of over 70 countries where same-sex relations are not allowed.
In the face of this, a small group of creative activists from Brazil, Spain, Russia, The Netherlands, United Kingdom and United States have teamed up to create a one-of-a-kind-jersey. A global symbol of equality and acceptance.
Before 1% or 1 for 1. Before 'social impact' was even a thing, there was Paul Newman and Newman’s Own. A company founded on Paul's famous principle 'let's give it all away' to help those in need. And has upheld this principle 100% profits given, for 40 years.
"Radically Good' is the new brand platform and its largest campaign to date. To show a new generation a company that is inherently good to its core, because it only exists to help others through the profits it makes off the products it sells.