Nike has launched their new EQUALITY campaign today with a new commercial headlined by NBA stars Kevin Durant and LeBron James.
According to Nike’s press release, the campaign “encourages people to take the fairness and respect they see in sport and translate them off the field”.
Here’s the spot:
Nike continually, and successfully looks to use the power of sport to promote social change and start bigger conversations than ones around athletic success. They speak about this more in their press release for the campaign:
EQUALITY is centered on using Nike’s voice and the power of sport to inspire people to take action in their communities, with Nike leading by example with its recently announced partnerships with world-class organizations dedicated to advancing this work.
A new film, simply titled “Equality,” anchors these values in the power of sport. 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.”
The ad will air during the Emmys tonight and next week during NBA All-Star Weekend.
EQUALITY t-shirts and shoes from Nike’s Black History Month collection, will be available at nike.com/store and select retailers around the United States.