The new Nike campaign, EQUALITY, is supported by a new film – featuring LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas and Victor Cruz – that amplifies the voice of athletes, using the power of sport to create conversation, inspire people to act and press for lasting change in their communities. The film was created by advertising agency Wieden & Kennedy and it has the tagline “Equality Has No Boundaries.”
The background music of the Nike Equality TV commercial is the song A Change Is Gonna Come by Sam Cooke. The song becomes an anthem for the Civil Rights Movement and it is widely considered Cooke’s best composition and has been voted among the best songs ever released by various publications.
EQUALITY follows the announcement of two new Nike partnerships, with MENTOR and PeacePlayers International, to drive change within communities. Nike is committed to supporting organizations dedicated to diversity and inclusion through sport. Building on this commitment, Nike will donate $5 million in 2017 to numerous organizations to advance equality in communities across the U.S. Consumers can show their support for EQUALITY by taking action in their own backyard through programs such as MENTOR or PeacePlayers.
The film, directed by Melina Matsoukas and entitled “Equality,” also features a voiceover and appearance by actor Michael B. Jordan and presents an evocative new performance by Alicia Keys, singing Sam Cooke’s “A Change is Gonna Come.”
Nike’s employees and athletes believe that sport has the unique power to unite people and inspire change – and they believe Nike’s role is to be in the game, to never sit on the sideline.
The timing of the campaign is good as now it’s Black History Month. Black History Month also known as African-American History Month in America, is an annual observance in the United States, Canada, and the United Kingdom for remembrance of important people and events in the history of the African diaspora. It is celebrated annually in the United States and Canada in February.
