Nike initiates a campaign to promote equality with the support of renowned athletes.
In celebration of Black History Month, Nike has released a star-studded short film called “Equality.”
The advertisement showcases Nike-sponsored athletes such as LeBron James, Serena Williams, Kevin Durant, and Gabby Douglas, among others, with the goal of promoting positive values and garnering widespread attention for the message that sports can represent.
Actor Michael B. Jordan lends his voice to the film, while Alicia Keys performs a rendition of Sam Cooke’s “A Change is Gonna Come.”
Jordan states, “Is this the land history promised? Here, within these lines, on this concrete court, this patch of turf, here, you’re defined by your actions — not your looks or beliefs.”
Nike plans to showcase ads from the campaign on social media, billboards, and posters across the United States and Canada. Additionally, a collection of “Equality” branded T-shirts and shoes will be available for purchase as part of Nike’s annual Black History Month collection.
Nike athletes will don apparel from the campaign during the NBA All-Star weekend.
The company has committed to donating $5 million this year to organizations such as MENTOR and PeacePlayers, which work towards advancing equality in communities throughout the country.
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Nike’s new campaign follows a trend seen in many advertisements aired during the Super Bowl, where various companies showcased messages centered on inclusion and acceptance.
Brands such as Budweiser, 84 Lumber, Coca-Cola (COKE), Airbnb, Kia, and Tiffany (TIF) incorporated themes of immigration, equality, and environmentalism into their commercials.
— CNNMoney’s Ahiza Garcia contributed to this story.
CNNMoney (New York) First published February 12, 2017: 12:51 PM ET
