Morgan Pritchett
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BMW Celebrates LGBTQIA+ Pride with #GoWithPride Campaign

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BMW 8 Series Convertible Jonathan Adler New York City World Pride 2019
Jonathan Adler designed a custom BMW 850i wrap for the WorldPride NYC Parade
Photo: Bryan Bedder/Getty Images for BMW

For many in the LGBTQIA+ community, last month was about being able to express themselves in their truest form without fear of reprehension or hate. Pride Month is celebrated across the United States every June with parades, festivals, and protests. But while some major companies simply pander to individuals in the community with rainbow-colored products while simultaneously giving money to notable hate groups, BMW did what many are afraid to do.


BMW Pride: Why should you buy a BMW?


Partnering with GLAAD at its New York City headquarters, BMW provided food, drinks, and giveaways to New York City Pride attendees. Meanwhile, a fleet of BMW X7 Sports Activity Vehicles delivered t-shirts to more than 200 GLAAD volunteers. The automaker also launched the #GoWithPride campaign from June 27-30 to support WorldPride in NYC.

On top of being present at the Pride event, BMW also collaborated with CNN to present “QUEER CITY: A CNN Experience.” The multimedia museum experience showcased the stories of real people behind momentous events in New York City’s queer history. In a time when not all were accepted for who they were, photo booths provided private opportunities for queer people to express themselves behind a curtain. To honor this, BMW provided an on-site photo booth where museum guests could describe what Pride meant to them and then place their photos on the exhibit wall to become a part of the experience.

BMW 8 Series Convertible Jonathan Adler New York City World Pride 2019
Photo: Bryan Bedder/Getty Images for BMW

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The BMW Pride celebrations ended with the debut of a special BMW 8 Series Convertible that was wrapped in a custom design. Jonathan Adler, a prominent member of the LGBTQIA+ community and famous designer, created a rainbow design that emblazoned the side of the BMW from the front air vent and swooped to the rear.