Puma launches #LetUsAllTieTheKnot marriage equality campaign

Puma has created the Equality Knot as part of its #LetUsAllTieTheKnot campaign to support the same sex marriage campaign.

The Equality Knot is a new way of threading laces through a shoe to show support for marriage equality in Australia and was created by a knotting expert Ian Fieggen.

Puma has also created a website for the social campaign with instructions on how to tie The Equality Knot.

“Whether you’re lesbian, gay, bisexual, transgender or intersex, you should be allowed to marry the person you love. But if you live in Australia, you don’t have this right.

That’s why PUMA has created #LetUsAllTieTheKnot – an initiative that allows anyone to show their support for marriage equality by tying The Equality Knot,” the website states.

As part of the campaign Puma is releasing 5,000 free limited-edition shoelaces in the colours of the rainbow pride flag.

Mandie van der Merwe, Cummins and Partners creative director, said in a statement: “If you live in Australia, you currently do not have this right; you cannot tie the knot with whomever you want.

“#LetUsAllTieTheKnot is a PUMA initiative that allows people who support marriage equality to make a statement about it every single day until the laws change.”

The campaign encourages Australians to share their Equality Knot on social media

Responding to why the brand has launched the campaign towards of the end of the postal vote survey, Cummins & Partners said: “We believed there would be a surge in votes at the beginning and end of the voting period. To maximize PUMA’s impact on getting to a “yes” outcome, we decided to focus our efforts in a limited period to capitalise on the anticipated sense of urgency as the vote draws to a close.

“As of yesterday (Wed 11 Oct), almost 40% of the postal surveys remain outstanding according to the ABS, so we hope #LetUsAllTieTheKnot can continue to encourage participation and support for the “yes” vote over the remaining period.”


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