pjur's 2026 Pride Push: More Than Just a Sponsorship

Robert Moore · 2026-10-14

In 2026, pjur didn't just show up to Pride events—they showed up everywhere. From fetish parties in Cologne to parades in Berlin, the brand doubled down on its commitment to visibility, diversity, and acceptance. And they did it with a level of authenticity that's hard to fake. But what does that actually look like on the ground? Let's break it down. ### From Cologne to the Hamptons: A Global Presence pjur's year kicked off at Cologne Fetish Pride in May, where they not only had a product presence but also handed out surprise packages to the winners of the Mr Fetish NRW 2026 election. That's a nice touch—supporting the community's own celebrations, not just slapping a logo on a banner. Then came the CSD events in Cologne, Düsseldorf, and Berlin. At CSD Cologne, which drew around 1.5 million visitors, media personality Luca Valentino represented the brand. In Berlin, pjur had its own truck in the parade alongside Spartacus Berlin, f2f, and Carnal. And in Düsseldorf, the LOLA LAND ensemble carried the pjur flag at various events. But pjur didn't stop at the big city parades. They also made waves at the Pines Party in the Hamptons with an ad in the accompanying magazine—proof that their reach extends beyond Europe. ### Small Events, Big Impact While the major Pride events get the headlines, pjur also supported smaller community and cultural formats. These included: - Olivia Jones Summer Party - Gay and Lesbian Street Festival Berlin - Gimme Moritz CSD Party - Snuskbingo at Gothenburg Pride - CSD Saarbrücken (with sachets) - KOSI.MA in Mannheim - Schwule Sommercamp of Aidshilfe Baden-Württemberg (with free sachets) These might not be the flashiest events, but they're often where community bonds are strongest. And pjur was there, not just as a sponsor but as a participant. ### Rave The Planet: A Highlight of the Year On August 15, pjur joined the Rave The Planet Parade in Berlin with Minimal Vibes and Naughty Vibes. The parade, under the motto "IMAGINE LOVE," continued the legacy of Berlin's Loveparade. pjur's presence included goodie bags on the joint truck and SachetCards at the pre-party. It was a massive visibility boost, but more importantly, it was a chance to connect with people in a celebratory, open environment. ### CELEBRATE QUEERNESS: More Than a Campaign In Q4, pjur launched its CELEBRATE QUEERNESS campaign, partnering with numerous organizations to stand for visibility, self-determination, and an open approach to sexuality and identity. As part of this, they interviewed drag queen and entertainer Margot Schlönzke for the pjur Blog. But this isn't just about marketing. As Jennifer Parry, Brand Director at pjur, puts it: "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." That quote gets to the heart of it. pjur isn't treating Pride as a checkbox—they're integrating it into their brand DNA. ### Why This Matters In a world where corporate support for LGBTQIA+ communities can sometimes feel performative, pjur's approach stands out. They're not just writing checks; they're showing up, listening, and engaging. From providing sachets at smaller events to having a truck in the Berlin parade, they're putting resources behind their words. And that's what real allyship looks like—consistent, visible, and rooted in respect. So whether you're a longtime fan of pjur or just learning about their community efforts, one thing is clear: they're in it for the long haul. And that's something worth celebrating.