“Shoe Your Support” for #WearWithPride 2024

SuperValu launches its #WearWithPride rainbow laces initiative by asking people to get creative in how they wear their laces.

Research shows 75% of young adults acknowledge a lack of openness about LGBTQ+ identity in sports, pointing to a need for creating an environment that fosters greater inclusivity and safety for individuals to come out and be themselves.

19 June 2024: SuperValu says, “Laces are not just for boots and those boots are made for more than walking”, this year as they are asking everyone to show their support of the LGBTQ+ community during pride month by purchasing a pair of Rainbow Laces and being creative in how they wear them. Ambassadors and allies, Kerry footballer David Clifford, GAA referee & LGBTQ+ advocate David Gough, Cork Ladies Senior Footballer Hannah Looney and Mayo footballer Padraig O’Hora, along with top Irish content creators James Doyle and Jim Flano, have teamed up with SuperValu to call on the nation to get behind the campaign this June.

Simply pick up a pair of rainbow laces at your local SuperValu store and share a picture of how you wear your rainbow laces – in your favourite shoes or boots, tied in your hair or around your sunglasses, as a bracelet or simply hanging from your handbag, tag SuperValu and include the hashtags #WearWithPride #ShoeYourSupport. The good news is SuperValu will give the lucky winners a €100 flight gift card to get over the rainbow this summer - check out SuperValu.ie today for T&C’s.

Earlier this year, SuperValu launched the fourth year of their #CommunityIncludesEveryone campaign, as part of their sponsorship of the GAA All-Ireland Senior Football Championship, with a host of Gaelic Games role models from across the country rallying together to promote the importance of diversity and inclusion in Gaelic games. For the month of June and beyond the campaign will help raise awareness of the significance of the rainbow laces and encourage encourage everyone to support those around them that are struggling to be their true selves. The laces are available to purchase now in SuperValu stores with proceeds going to support Belong To, LGBTQ+ Youth Ireland.

To coincide with the launch, SuperValu carried out *research with young people across Ireland which highlighted some of the issues faced by young people in the LGBTQ+ community with regards to their involvement in sport and team games. Most alarmingly, 75% of young adults acknowledge a lack of openness about LGBTQ+ identity in sports, pointing to a need for creating an environment that fosters greater inclusivity and safety for individuals to come out and be themselves. 71% of students cited fear of non -acceptance by teammates as the most substantial barrier to being open as LGBTQ+ in sports, especially in dressing rooms where 83% see it as a concern and 51% said the fear of being looked at differently not just by the team but also in their community.

An overwhelming majority believed fear of bullying (93%), not belonging (91%), and homophobia (92%) prevents LGBTQ+ athletes from being open about their identity, suggesting actionable areas for campaigns to focus on improving team dynamics and inclusivity.

On the flip side, female team members show a significantly higher propensity to directly support LGBTQ+ peers in sports, with 79% ready to demonstrate personal encouragement, compared to 50% of male team members, hinting at gender differences in the support dynamic within sports teams.

SuperValu’s pride laces are Irish-made by Atlantic Weave Limited, a Donegal-based company.

GAA referee and LGBTQ+ advocate, David Gough, commented: “It is an absolute honour to offer up my boots for this campaign. We know that progress is being made all of the time, but now is not the time to rest on our laurels, we need to keep moving forward and keep ‘showing up’ for inclusivity. The ‘Wear with ‘Pride’ campaign helps young people in the LGBTQ+ community across the country feel seen and respected. So, I encourage everyone to pick up a pair of laces, enter the competition and #ShoeYour Support this year!”

Cork Ladies footballer and member of the LGBTQ+ community, Hannah Looney, added: “I’m delighted to be part of the #wearwithpride campaign again this year as it raises awareness of the need to support members of the LGBTQ+ community not just in family and friend’s groups but particularly in sports. It can be hard for some people to bring their true self to the team for fear of non-acceptance, but we must work to ensure young people are encouraged and supported to stay and enjoy their sport regardless of their sexuality and without any fears or inhibitions.

For more information on the #CommunityIncludesEveryone campaign, and to keep up to date with the GAA All-Ireland Senior Football Championship, follow SuperValu across Facebook, Instagram, Tik-Tok and Twitter.

#WearWithPride #ShoeYourSupport #CommunityIncludesEveryone

*Research was carried out by Bounce in May 2024 with a national sample of 550 18-22 year olds.