pjur's 2026 Pride Campaign: The Brand That Shows Up Year-Round

Sarah Wilson · 2026-10-14

When a brand says it supports the LGBTQIA+ community, you can usually tell pretty quickly whether it's genuine or just a rainbow logo in June. pjur, the intimate wellness company based in Wasserbillig, Luxembourg, made it clear in 2026 that its commitment goes far beyond a single month or a single parade. From fetish events to street festivals to a massive rave in Berlin, the brand showed up again and again — not just with products, but with real presence. So what did that actually look like on the ground? Let's break it down. ### A Year That Started With Fetish Pride The year kicked off in May with Cologne Fetish Pride, running from May 21 to 25. pjur didn't just slap its name on a banner — it provided product presence and surprise packages for the winners of the Mr. Fetish NRW 2026 election. That's the kind of support that matters to a niche community: showing up where people actually are, not just where the cameras are. From there, the brand hit the major CSD (Christopher Street Day) events in Cologne, Düsseldorf, and Berlin. At CSD Cologne, which drew around 1.5 million visitors, media personality Luca Valentino represented pjur. In Berlin, the brand rolled in the parade with its own truck alongside Spartacus Berlin, f2f, and Carnal. Meanwhile, the LOLA LAND ensemble carried the pjur flag at events around CSD Düsseldorf. And across the Atlantic, pjur also ran an ad in the magazine for the Pines Party in the Hamptons. ### Beyond the Main Stage: Smaller Events, Big Impact What's easy to miss in a press release is the quieter work. pjur also backed smaller community and cultural formats throughout the year, including: - The Olivia Jones Summer Party - The Gay and Lesbian Street Festival Berlin - The Gimme Moritz CSD Party - Snuskbingo as part of Gothenburg Pride - CSD Saarbrücken (with free sachets) - KOSI.MA in Mannheim - The Schwule Sommercamp of Aidshilfe Baden-Württemberg These aren't the events that make international headlines, but they're often where community bonds are strongest. pjur also joined the Rave The Planet Parade on August 15 in Berlin with Minimal Vibes and Naughty Vibes, handing out goodie bags on the joint truck and SachetCards at the pre-party. The parade, held under the motto "IMAGINE LOVE," continued the legacy of Berlin's legendary Loveparade. ### The Q4 Campaign: Celebrate Queerness In the fourth quarter, pjur launched its CELEBRATE QUEERNESS campaign, partnering with a range of organizations to champion visibility, self-determination, and an open approach to sexuality and identity. As part of that, the brand published an interview with drag queen and entertainer Margot Schlönzke on the pjur Blog. > "Pride creates visibility. But diversity, acceptance and respect must not be limited to one season or individual events. They are part of pjur's brand identity and shape what we stand for as a company. That is why we do not see our commitment to the queer community as a one-off initiative, but as an attitude that we live by in the long term and make visible together with our partners." — Jennifer Parry, Brand Director at pjur That quote gets to the heart of it. For pjur, this isn't a marketing tactic — it's a value system. ### Why This Matters for the Industry In a market where many adult brands still shy away from LGBTQIA+ audiences, pjur's consistent engagement stands out. It's not about chasing trends; it's about building trust. And trust, as any community will tell you, is earned through repeated actions, not one-off gestures. By showing up at fetish events, street festivals, raves, and everything in between, pjur is proving that respect isn't seasonal. It's a year-round commitment — and that's something worth paying attention to.