Nike is using the power of sport to stand up for equality and has launched a video campaign featuring Alicia Keys, Michael B. Jordan, LeBron James and Serena Williams along with others to spread its message.
The film, simply titled “Equality,” is directed by Melina Matsoukas who has video collaborated with the likes of Lady Gaga, Beyonce and Rihanna.
Nike has a long history of speaking up for causes that reflect its values and the launch of “EQUALITY” aims to encourage people to take the fairness and respect they see in sport and translate them off the field.
“Equality” 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.”
In addition, the EQUALITY initiative includes portraits of athletes and cultural icons. These will be live at nike.com/equality as well as in social media and on billboards and posters in cities around the U.S. and Canada. Nike will also enable people to create their own EQUALITY avatar or social media filters to express their support.
EQUALITY follows Nike’s recent announcement of its partnerships with MENTOR and PeacePlayers International, to drive change within communities. Building on these partnerships, Nike will donate $5 million in 2017 to numerous organizations that advance equality in communities across the U.S., including MENTOR and PeacePlayers.