Gus Kenworthy Sports A Rainbow Flag In New Ad Campaign

There is so much hype surrounding the 2018 Winter Olympics in Pyeongchang, South Korea, which will kick off next month. A large chunk of the attention is going to all of the LGBTQ athletes who will be participating in this year's Games, including freeskier Gus Kenworthy. Gus is taking his platform as an out LGBTQ competitor to the next level in his newest ad campaign for haircare brand Head & Shoulders, too. 

“My shoulders carry more than my country’s pride – they carry my community’s pride, my family’s pride, and pride in myself,” he says in the 20-second clip, which showshim flying a rainbow Pride flag and taking a shower.

It's not just a commercial spot, either. Gus has signed on with the brand for a full endorsement deal. While the TV ad will run all through February (during the Games), Gus will also appear on in-store advertisements as well as digital spots on social media as the brand’s latest official ambassador.

“Holding up those rainbow colors on national TV makes me feel PROUD!” he wrote on Instagram.

You may have already spotted this on TV but I am SO excited to finally be able to share my Head & Shoulders commercial with y'all! Holding up those rainbow colors on national TV makes me feel PROUD! ❤️???? #ShouldersOfGreatness

A post shared by gus kenworthy (@guskenworthy) on Jan 19, 2018 at 1:53pm PST

Kenworthy, 26, will be competing in the Men's Freestyle Skiing event, in which he took home the silver medal in 2014 at the Games in Sochi, Russia.