For me, championing brands that promote inclusion is important. Championing brands that speak up for causes and don't shy away from taking a stand, that's imperitive. I've said it before, but Nike is one of those brands that isn't afraid to be vocal about its values. That continues today with the launch of EQUALITY, in which Nike encourages people to take the fairness and respect they see in sport and translate them off the field.
The movement, anchored by a new film simply titled “Equality”, features several Nike athletes including LeBron James and Serena Williams, along with entertainers Michael B. Jordan and Alicia Keys. The initiative is centered on using Nike’s voice and power of sport to inspire people to take action in their communities. The film will air during the broadcast of the Grammys this evening and then again next weekend during NBA All-Star weekend.
The film, directed by Melina Matsoukas, features LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas, and Victor Cruz, amplifying their voices in an effort to uplift, open eyes and bring the positive values that sport can represent into wider focus. “Equality” also 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 to the film, the EQUALITY initiative will also be featured live at Nike.com/Equality, on billboards in select cities, and in full page ads in major newspapers. Nike will also enable people to create their own EQUALITY avatar or social media filters to express their support.
Lastly, EQUALITY T-shirts, and shoes from Nike’s annual Black History Month collection, will be available for purchase via nike.com and select retail. The 2017 Black History Month collection will be worn by many Nike-sponsored players throughout NBA All-Star weekend in New Orleans in February. The EQUALITY tee is a symbol of Nike’s unwavering commitment to diversity and inclusion.
In addition to the drops, the Swoosh continues to champion their ongoing commitment to equality, diversity and inclusion. Officially unveiled on Martin Luther King Day, NIKE, Inc. anncounced two new partnerships with world-class community origanizations, PeacePlayers International and MENTOR: The National Mentoring Partnership. These strategic partnerships help expand opportunities and support for youth and their communities.