LeBron, Serena and other Nike stars champion ‘Equality’
The company launched a star-studded short film entitled “Equality” on Sunday to mark Black History Month.
The announcement features athletes sponsored by Nike James Lebron, Serena williams, Kevin Durant, Gabby Douglas, among others, “amplify their voices in an effort to elevate, open their eyes and bring the positive values that sport can represent from a broader perspective,” said the company.
Actor Michael B. Jordan voices the film and singer Alicia Keys performs “A Change is Gonna Come” by Sam Cooke.
“Is this the story of the promised land?” Said Jordan. “Here in these lines, on this concrete lot, this patch of grass, here you are defined by your actions – not by your appearance or your beliefs.”
Nike says it’s time to defend equality in a new advertising campaign.
Nike will run campaign ads on social media, billboards and posters in cities across the United States and Canada. She will also sell “Equality” brand t-shirts and shoes as part of her annual Black History Month collection.
Campaign clothing will be worn by Nike athletes during the NBA All-Star weekend.
Nike said it was donating $ 5 million this year to organizations like MENTOR and PeacePlayers, which it says “advance equality in communities” across the country.
Nike’s new campaign comes a week after many companies launched inclusion and acceptance announcements at the Super Bowl.
Budweiser, 84 Lumber, Coca Cola ((), Airbnb, Kia and Tiffany (( ) were among the brands that broadcast messages on immigration, equality and environmentalism.