Pure for Men Introduces Pause the Playtime: Its Biggest and “Riskiest” Pride Campaign in Its 10-Year History
The LGBTQIA-owned, Texas-based business reverts to Pride Month’s activist roots by “pausing the playtime,” expanding its DEI efforts and supporting nonprofits providing critical resources to transgender people.
AUSTIN, Texas, May 1, 2025 -- Pure for Men, the leading wellness brand for LGBTQIA+ people, announced the theme of its Pride Month campaign kicking off on June 1, 2025: Pause the Playtime.
The call to action encourages consumers to join the company in supporting trans and non-binary individuals as they face mounting discrimination, legal setbacks and hate crimes across the United States. It also sets an example for companies contemplating their Pride Month and DEI plans amid the current political climate.
Pure for Men is donating a portion of sales to local and national organizations serving the trans and non-binary communities as part of the campaign, fueling critical programs in healthcare, legal aid and community support. Recipients include:
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Ts Madison Starter House, an Atlanta-based nonprofit that provides Black trans women with access to safe housing, affirming healthcare, economic opportunities and holistic support
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ASHwell Austin, an organization empowering central Texans with sexual health and wellness services that support the body, mind and spirit
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Pride Marfa, an intersectional, community-led initiative celebrating queerness in Far West Texas
“We’ve chosen to sponsor three powerful organizations that are doing the work where it matters most: on the ground, in the lives of real people,” said Lawrence Johnson, co-founder and CEO of Pure for Men. “Some of these groups provide vital resources—from affirming healthcare and housing support to legal aid and mental health services—for LGBTQIA+ individuals, with a specific focus on uplifting and protecting trans communities.”
“It’s time to pause the playtime and prioritize the fight,” Johnson continued. “With trans lives, history and existence being threatened, we must work together to amplify trans voices, fund life-saving care and build inclusive spaces at every level. This campaign is about more than visibility. It’s about action, solidarity and reinvesting in the community that inspires everything we do.”
Pure for Men’s expanded Pride Month and DEI programs also include:
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Volunteering and participating in community events advocating for trans and non-binary rights across Texas, including Austin Pride, rallies organized by Equality Texas and local protests organized by the 50501 Movement
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Collaborating with LGBTQIA+ creators and businesses, including graphic designers, copywriters and agencies like Adam Dalton Blake, Bobby Box, Chipper Digital and OUT loud
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Utilizing Pure for Men’s platform to share petitions, contact lawmakers and organize support for protests
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Creating and sharing educational content highlighting LGBTQIA+ issues, such as trans healthcare bans and discrimination laws
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Sponsoring events such as Pride Marfa, the Houston Pride Parade in partnership with the Space City Rugby Team, and the Toronto Pride Party, co-sponsored with Freddie
According to Chief’s New Era of Leadership Report, 87% of executives believe that taking a public stance on a social issue is riskier than staying silent. Several brands have withdrawn their support for the LGBTQIA+ community by cutting DEI policies and eliminating funding for nonprofits, reflecting the shift in corporate social responsibility.
Christopher Davis, Pure for Men’s marketing director, hopes the “risky” campaign sets an example for businesses still contemplating their Pride Month and DEI efforts.
“Major corporations are ditching their Pride campaigns and DEI policies because they see them as ‘business risks,’” Davis said. “Pure for Men is doing the opposite by expanding our initiatives. Standing by our values is the right thing to do, and we’re proof that it’s also good for business as we approach our 10th anniversary.”
“Pride isn’t just about a moment in June,” Davis continued. “It’s about 365 days of real action. Self-care is a right, not a luxury, and everyone deserves to feel confident, affirmed and supported. We’re here to make sure all members of the LGBTQIA+ community, especially our transgender siblings, have access to the wellness and representation they deserve.”
For more information about the campaign, visit pureformen.com. To learn how Pure for Men gives back to the LGBTQIA+ community, visit pureformen.com/pages/giving-back.
About Pure for Men
Founded in 2015, Pure for Men provides high-quality wellness products that promote cleanliness, sexual empowerment and confidence from the inside out. For more information about the LGBTQIA-owned business, visit pureformen.com.
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Media Contact
Jonathan Ochart
Publicist for Pure for Men
(786) 502-9180
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