OKLAHOMA CITY - The name is an unfortunate coincidence.
Two weeks after America's deadliest shooting, at Orlando's Pulse nightclub, the owners of Oklahoma City's Pulse Underwear are feeling the pain that comes with losing 49 members and friends of the LGBT community.
"I knew who they were," said Benjamin Sims. " It was very unfortunate. Very, very unfortunate to hear about our brothers and sisters in Florida."
And for some members of Oklahoma City's community, carrying on with the 29th annual OKC Pride event seemed impossible. Threats and concerns about hate crimes spread across the country.
"It was frightening," said Michael Clark, president of OKC Pride. "We had a lot of entertainers and vendors that the next day sent messages saying I don't know if I can participate. I'm kind of scared by this."
As a direct response, OKC Pride is stepping up its security.
The Oklahoma City Police Department will provide more officers and for the first time, the FBI is involved.
There are more restrictions on what visitors can and can't bring to the event.
"We've worked really hard in the last week to set everyone's mind at ease," Clark said. "We have the security in place to make sure this is a good safe event."
For the owners of Pulse, which will be front and center this weekend, there is no worry, though he did hesitate to put up a new awning outside his business, with the store's name prominently displayed.
"We bought that before the tragedy and we toyed with the idea of not putting it up," Sims said, getting emotional. "I had to put it up. People lost their lives but we're not going to hide. We're not going to hide in shame. We're going to be here. We're going to be strong. And this is to show people that I'm not afraid."
OKC Pride begins Friday night with live music and continues throughout the weekend.