Nike has a few things to say about equality and inequality, and the company brought out its biggest stars to make a point.
Nike’s new EQUALITY campaigned launched on Sunday, with a new ad featuring LeBron James, Serena Williams, Kevin Durant and many other black athletes. According to Nike’s press release, the campaign “encourages people to take the fairness and respect they see in sport and translate them off the field.”
In addition to the ad campaign, Nike is donating $5,000,000 this year to organizations that promote equality, according to the company’s press release.
EQUALITY is centered on using Nike’s voice and the power of sport to inspire people to take action in their communities, with Nike leading by example with its recently announced partnerships with world-class organizations dedicated to advancing this work.
A new film, simply titled “Equality,” anchors these values in the power of sport. The film, directed by Melina Matsoukas, features LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas, and Victor Cruz, amplifying their voices in an effort to uplift, open eyes and bring the positive values that sport can represent into wider focus. “Equality” also features actor Michael B. Jordan, who voices the film, and a new performance by Alicia Keys, singing Sam Cooke’s “A Change Is Gonna Come.”
The ad will run during Sunday night’s Grammys and during the NBA All-Star Weekend.