Nike launches Equality campaign
Nike has launched a new campaign called Equality that stands for the company's belief in respect and equality on and off the playing field.
The company has released a 90 second video, also called Equality, that features Nike athletes including Serena Williams, LeBron James, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas and Victor Cruz. The short film is narrated by Michael B. Jordan and features Alicia Keys singing Sam Cooke’s “A Change is Gonna Come" in the background.
Actor Michael B. Jordan narrates, "the ball should bounce the same for everyone," a refreshing perspective for many international athletes who may be feeling excluded in light of Under Armour CEO Kevin Plank's pro-protectionist comments made earlier this month.
As Under Armour athletes including Stephen Curry, Misty Copeland and The Rock take a stand separating themselves from the viewpoint of their sponsor on their own social media, Nike's message of Equality is particularly welcome from the company that has always stood for equality, inclusion, and the celebration of diversity in sport.
February also marks the annual launch of Nike's Black History Month collection where proceeds of sales are sent to organizations that create and support youth communities.
With the launch of Equality, Nike also has announced 2 new partnerships with organizations that support diversity and inclusion in sport. The two new partnerships are with MENTOR and PeacePlayers International, both are organizations that drive change at the community level. Nike consumers are encouraged to donate their own time and energy to these two organizations to make more impact within their own communities.
In addition to the launch of a tee shirt line for Equality, Nike has also announced that it will donate $5 million dollars in 2017 to numerous organizations that are aligned with the mission of advancing equality in communities.
The Equality campaign will roll out on billboards and posters across the US and also in Canada. It will feature portraits of athletes and cultural icons. The campaign will live permanently online through Nike's website, as well as on social media.
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