Nike is encouraging fairness on and off the field in a new initiative called Equality. The multifaceted project aims to inspire people to speak out on causes important to its athletes and employees.
The message is supported by a new film featuring LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas and Victor Cruz that amplifies the voice of athlete. The film, directed by Melina Matsoukas and entitled “Equality,” also features a voiceover and appearance by actor Michael B. Jordan and presents new performance by Alicia Keys, singing Sam Cooke’s “A Change is Gonna Come.”
Equality follows the announcement of two new Nike partnerships, with Mentor and PeacePlayers International, to drive change within local communities. Nike will donate $5 million in 2017 to numerous organizations to advance equality in communities across the U.S.
The campaign will be carried across social media and on billboards and posters in cities around the U.S. and Canada. Consumers can show their support for Nike’s new initiative with Equality T-shirts and footwear from Nike’s annual Black History Month collection. Nike will also enable people to create their own Equality avatar or social media filters to express their support.