Nike says it’s time to stand up for equality with a new advertising campaign.
The company released a star-studded short film titled “Equality” on Sunday in honor of Black History Month.
This ad features an athlete sponsored by Nike lebron james, Serena WilliamsKevin Durant, Gabby Douglas and others are “in an effort to amplify their voices to inspire, open their eyes and bring to a broader focus the positive values that sport can represent.” said the company.
Actor Michael B. Jordan will voice the film, and singer Alicia Keys will provide a rendition of Sam Cooke’s “A Change is Gonna Come.”
“Is this the land that history promised?” says Jordan. “Here, in this line, on this concrete court, on this patch of grass, here, you are defined by what you do – not what you look like or what you believe.”
Nike will advertise the campaign on social media, billboards and posters in cities across the United States and Canada. We will also be selling his Equality branded t-shirts and shoes as part of Black History Month’s annual collection.
Campaign apparel will be worn by Nike athletes during the NBA All-Star weekend.
Nike said this year it will donate $5 million to organizations such as MENTOR and PeacePlayers that claim to “advance equality in communities” across the country.
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Nike’s new campaign comes a week after many companies started advertising about inclusion and inclusion during the Super Bowl.
budweiser, 84 lumber, coca cola (coke)Airbnb, Kia, Tiffany (TIF) It is one of several brands featuring messages about immigration, equality and environmental protection.
— CNNMoney’s Ahiza Garcia contributed to this article.
CNNMoney (New York) First published February 12, 2017: 12:51 PM ET
