NIKE LAUNCHES “EQUALITY” CAMPAIGN

Footwear giant Nike has launched a multi-pronged campaign called “Equality,” which will use the power of sport to inspire people to take action in their communities. It will live on nike.com/equality in social media and be seen on billboards and posters in cities around the U.S. and Canada featuring portraits of athletes and cultural icons. In addition, Nike will enable people to create their own Equality avatar or social media filters to express their support of the cause.

As part of the campaign, the company is releasing a new film, simply titled Equality, directed by Melina Matsoukas and featuring LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas, and Victor Cruz. Actor Michael B. Jordan voices the film, which includes a new performance by Grammy Award winner Alicia Keys of Sam Cooke’s civil rights anthem “A Change Is Gonna Come.”

In addition, select T-shirt and shoes from Nike’s annual Black History Month collection, which has historically supported organizations serving youth and their communities, will be available for purchase via nike.com and at select retailers. Pieces from the collection will also be worn by many Nike-sponsored players throughout NBA All-Star weekend in New Orleans, which takes place February 17-19.

As previously announced, the company has also partnered with MENTOR, which connects volunteers interested in youth mentoring to opportunities in their communities, and PeacePlayers International, a global organization focused on bridging divides in communities by developing youth leaders, building relationships and changing perceptions through the power of sport, Building on these partnerships, Nike will donate $5 million in 2017 to numerous organizations that advance equality in communities across the U.S..