In response to the ugliness that has emerged since Donald Trump has become president, Nike has stepped up with a campaign titled “Equality,” that uses sport as way to encourages people to take the fairness and respect they see in competition and translate them off the field.
Directed by Melina Matsoukas, the video 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,” according to a Nike press release. The video is voiced by actor Michael B. Jordan, and includes a performance by Alicia Keys, singing Sam Cooke’s “A Change Is Gonna Come.”
The campaign is now live at nike.com/equality, and images from the video will be featured on posters and billboards in U.S. and Canadian cities. As well, an “Equality” poem will run as a print ad in national newspapers on February 12th. Finally, Nike will enable people to create their own equality avatar or social media filters to express their support.
As part of the campaign, equality tee-shirts, and shoes from Nike’s annual Black History Month collection will be available for purchase via nike.com and select retail.
Check out “Equality” visuals below plus a behind the official video and a behind-the-scenes version.