Nike says it’s time to fight for equality in a new ad campaign.
The company on Sunday rolled out a star-studded short film titled “Equality” to mark Black History Month.
Ads featuring Nike-sponsored athletes LeBron James, Serena WilliamsKevin Durant, Gabby Douglas, among others, “amplify their voices in efforts to lift morals, open eyes, and bring the positive values that sport can represent into broad focus more,” the company said.
Actor Michael B. Jordan voices the film and singer Alicia Keys performs a rendition of Sam Cooke’s “A Change is Gonna Come”.
“Is this the history of the promised land?” Jordan said. “Here, in these lines, on this concrete court, this lawn, here, you are defined by your actions – not your looks or your beliefs.”
Nike will feature ads from the campaign on social media, billboards and posters across cities in the US and Canada. It will also sell “Equality” branded T-shirts and shoes as part of its annual Black History Month collection.
Outfits from the campaign will be worn by Nike athletes during the NBA All-Star weekend.
Nike said it is donating $5 million this year to organizations like MENTOR and PeacePlayers, which it says is “promoting equality in the community” around the country.
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Nike’s new campaign comes a week after multiple companies launched ads about inclusion and acceptance in the Super Bowl.
Budweiser, 84 Lumber, Coca-Cola (Airbnb, Kia and )Tiffany ( is one of the brands with messages about immigration, equality and environmentalism. )
– CNNMoney’s Ahiza Garcia contributed to this story.
CNNMoney (New York) First published February 12, 2017: 12:51 PM ET
https://money.cnn.com/2017/02/12/news/companies/nike-equality-lebron-serena/index.html?section=money_news_international LeBron, Serena and other Nike stars champion ‘Equality’