Target Launches Rainbow-Themed Campaign, Encourages Everyone To Show Their Pride

Screen shot 2015-06-09 at 12.28.36 PMTaking a cue from Adidas, Target is the latest company to jump on the Pride marketing wagon.

The discount retailer just announced its #TakePride campaign, which features a line of affordable Pride merchandise.

The company also released a video inviting everyone to take pride in who they are.

On the heels of a controversial donation in 2010 to Republican gubernatorial candidate Tom Emmer, an opponent of same-sex marriage, the retail behemoth has gone into overdrive to show its support for LGBTs. Three years ago the company even enlisted pop singer-turned-fashionista Gwen Stefani to design T-shirts that support a person’s right to love whomever he chooses.

On Monday, Laysha Ward, Target’s social responsibility officer, posted on the company’s blog to reiterate the chain’s position on equality:

“Target proudly stands with the LGBT community, both as a team member and team player through all that we do—from our volunteer efforts to our long-standing partnerships with groups like Family Equality Council and Gay, Lesbian & Straight Education Network, to the very products we carry in our stores and online.”

Check out the heartwarming video below. Happy Pride!