Nike says it is time to defend equality in a new advertising campaign.
On Sunday, the company released a star-studded short movie entitled “Equality” on the occasion of Black History Month.
The ad features athletes sponsored by Nike LeBron James, Serena WilliamsThe company said Kevin Durant and Gabe Douglas, among others, “amplified their voices in an effort to elevate and open eyes and bring the positive values that sport can represent into a broader focus.”
Actor Michael B. Jordan expresses the movie, and the singer Alicia Keys performs a theatrical performance for Sam Cooke “The Change Will Come.”
“Is this the promised land history?” Jordan says. “Here, within these lines, in this concrete court, this patch of grass, here, you are defined by your actions – and not by your appearance or beliefs.”
Nike will display ads from the campaign on social media, billboards and posters across all US and Canadian cities. It will also sell “Equality” shirts and shoes as part of its monthly black history month collection.
Clothes from the campaign will be worn by Nike athletes during the NBA All-Star Weekend.
Nike said it would donate $ 5 million this year to organizations such as MENTOR and PeacePlayers, which it says are “providing equality for societies” across the country.
The new Nike campaign comes one week after several companies launched announcements of inclusion and acceptance during the Super Bowl.
Budweiser, 84 wood, Coca Cola (Airbnb and Kia )Tiffany ( It was among the trademarks with messages about migration, equality and the environment. )
Ahisa Garcia of CNNMoney contributed to this story.
CNNMoney (New York) First published on February 12, 2017: 12:51 PM ET