USA: Gay rights campaigners use branded clothing inspired by the Olympic movement's own values to show their opposition to Russian laws on homosexuality ahead of the Sochi Games

Record ID: 278030

  • Title: USA: Gay rights campaigners use branded clothing inspired by the Olympic movement's own values to show their opposition to Russian laws on homosexuality ahead of the Sochi Games
  • Date: 27th January 2014
  • Summary: NEW YORK, NEW YORK, UNITED STATES (JANUARY 27, 2014) (REUTERS) VARIOUS OF PRINCIPLE 6 SWEATSHIRT HUDSON TAYLOR, FOUNDER OF ATHLETE ALLY AND ANDRE BANKS, EXECUTIVE DIRECTOR OF ALL OUT, GAY ACTIVIST GROUPS, TALKING (SOUNDBITE) (English) HUDSON TAYLOR, FOUNDER OF ACTIVIST GROUP ATHLETE ALLY, SAYING: "We kind of drew inspiration from Principle 6 of the Olympic charter, which
  • Embargoed: 11th February 2014 12:00
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  • Location: Usa
  • Country: USA
  • Topics: General
  • Reuters ID: LVACY8NOIUT71B11N7H3O57F70RU
  • Story Text: International gay rights campaigners are using branded clothing inspired by the Olympic movement's own values to show their opposition to Russian laws on homosexuality ahead of the Sochi Games.
    American Apparel, known for its provocative marketing campaigns, is selling a line of bright red T-shirts, hoodies and hats based on Principle 6 from the Olympic charter, which spells out the movement's opposition to any form of discrimination.
    Campaigners say the merchandise offers athletes a way of making a point about Russia's gay propaganda laws without falling foul of an International Olympic Committee (IOC) ban on political protest during Games.

    "We kind of drew inspiration from Principle 6 of the Olympic charter, which says that discrimination of any kind is incompatible with belonging to the Olympic movement. So by using Principle 6 we give athletes and fans a way to support and uphold Olympic values but also not explicitly violate Russian law," said Hudson Taylor, founder of Athlete Ally which fights against homophobia in sport.

    "So our hope is that by using Principle 6 people will be speaking out in Sochi across social media and that we'll also be able to use Principle 6 to support the LGBT Russian community after the games conclude," he added.
    Australian snowboarder Belle Brockhoff is one of the Sochi-bound athletes to model the clothing, and Canadian skier Mike Janyk has also backed the campaign.
    Olympic host Russia has angered human rights activists with a law banning the promotion of homosexuality among minors. Critics say it is fostering a culture in which gays are persecuted although President Vladimir Putin denies that Russia is "going after" gays.
    Taylor said he hopes the Principle 6 campaign will give people a way to feel safe while showing their support for gay rights in Russia.

    "It also gives people the maximum opportunity to speak out with the minimum risk and there is strength in numbers."
    Athlete Ally and gays rights group All Out had been promoting the Principle 6 campaign online before bringing in American Apparel as their merchandise partner.
    The merchandise is being sold in American Apparel shops and online.
    The IOC has strict rules in place to protect the rights of global sponsors including Coca-Cola KO.N and McDonald's MCD.N, who help to fund the Winter and Summer Games.
    Mindful of this, the Principle 6 merchandise does not refer directly to the Olympics or use its five rings logo.
    Instead, the white print on its T-shirts reads: "Sport does not discriminate on grounds of race, religion, politics, gender or otherwise."
    The IOC said it was aware of the campaign and did not regard it as violating its marketing rules. However, it did not rule out action against athletes who wore the merchandise in Sochi.
    Proceeds will be used to support the campaign and help lesbian, gay, bisexual and transgender (LGBT) groups in Russia.
    All Out executive director Andre Banks said the 10 global Olympic sponsors should be sending out a stronger message to Russia and the IOC on gay rights.

    "We really want to see Olympic sponsors doing more. If you look at most of those sponsors, that list of 10, these are companies that are very outspoken in a positive way on LGBT rights, anti-discrimination policies in the U.S., great employee benefits in the U.S., but when they go overseas you don't hear those same values. You don't hear them speaking out," he told Reuters.

    "Right now the activists in Russia who are pushing so hard against these laws could really use powerful allies like Coca Cola, Visa, or McDonald's speaking out against these laws and celebrating non-discrimination at the Olympics."
    Soft drinks company Coca-Cola, a sponsor of the Olympics since 1928, said it did not condone intolerance of any kind.

    "We support the core values of the Olympic Movement - excellence, friendship and respect - and are proud to continue our role in helping to make the Olympics a memorable experience for athletes, fans and communities all around the world," it said in a statement.
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