pjur's 2026 Pride Push Went Way Beyond the Parade Float

Eleanor Vance · 2026-10-14

When most brands talk about Pride, they show up in June, hand out a few freebies, and disappear. pjur took a different route in 2026. The personal lubricant brand spent the year weaving itself into queer community life across Europe and the United States, from massive street festivals to small, intimate gatherings that rarely make headlines. So what did that actually look like on the ground? ### Starting Strong in Cologne The year opened with Cologne Fetish Pride, held May 21 through 25. pjur showed up with product activations and surprise packages for the winners of the Mr Fetish NRW 2026 election. That set the tone for a season built on showing up in person rather than just sponsoring from a distance. From there, the brand appeared at CSD events in Cologne, Düsseldorf, and Berlin. At CSD Cologne, where the parade drew roughly 1.5 million visitors, media personality Luca Valentino represented pjur. In Berlin, the brand rolled through the parade on its own truck alongside Spartacus Berlin, f2f, and Carnal. Meanwhile, the LOLA LAND ensemble carried the pjur flag through events surrounding CSD Düsseldorf. Stateside, pjur also placed an advertisement in the magazine accompanying the Pines Party in the Hamptons, keeping a foothold in the U.S. community circuit. ### Small Events, Real Connection Here's where it gets interesting. Beyond the big parades, pjur backed a wide mix of smaller formats that reflect how queer community actually lives and gathers. - The Olivia Jones Summer Party - The Gay and Lesbian Street Festival Berlin - The Gimme Moritz CSD Party - Snuskbingo during Gothenburg Pride - KOSI.MA in Mannheim - The Schwule Sommercamp run by Aidshilfe Baden-Württemberg That range matters. A city festival, a club night, and an interactive community game all reach different people. pjur also handed out free sachets at CSD Saarbrücken, a simple move that puts product directly in people's hands. On August 15, the brand joined the Rave The Planet Parade in Berlin with Minimal Vibes and Naughty Vibes. Goodie bags on the shared truck and SachetCards at the pre-party kept the brand visible throughout the day. The parade ran under the motto "IMAGINE LOVE," carrying forward the spirit of Berlin's legendary Loveparade. ### The CELEBRATE QUEERNESS Campaign In the fourth quarter, pjur shifted focus to a campaign called CELEBRATE QUEERNESS. Working with a range of partners, the brand took a public stand for visibility, self-determination, and an open approach to sexuality and identity. The campaign included 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's Jennifer Parry, Brand Director at pjur, explaining why the brand treats this work as a long-term attitude rather than a seasonal marketing push. ### Why This Approach Stands Out Plenty of companies write checks to Pride organizations. Fewer build a year-round calendar that includes fetish events, drag performances, health-focused summer camps, and rave parades in the same breath. pjur's 2026 schedule touched all of those spaces. Respect sits at the center of the brand's identity, according to the company. That means recognizing different identities, sexual orientations, and lived realities, and meeting every person with openness. For pjur, being a reliable ally to the LGBTQIA+ community means listening, supporting visibility, and consistently advocating for equality and self-determination. Whether you measure it in truck wraps, sachets handed out, or interviews published, the through-line is clear: pjur is playing the long game with queer communities, and 2026 was another chapter in that story.