HomeBusinessLeBron, Serena and other Nike stars champion 'Equality'

LeBron, Serena and other Nike stars champion ‘Equality’

Nike says it is time to arise for equality in a brand new advert marketing campaign.

The firm on Sunday launched a star-studded quick movie titled “Equality” to mark Black History Month.

The advert options Nike-sponsored athletes LeBron James, Serena Williams, Kevin Durant, Gabby Douglas, amongst others, “amplifying their voices in an effort to uplift, open eyes and bring the positive values that sport can represent into wider focus,” the corporate mentioned.

Actor Michael B. Jordan voices the movie, and singer Alicia Keys performs a rendition of Sam Cooke’s “A Change is Gonna Come.”

“Is this the land history promised?” Jordan says. “Here, within these lines, on this concrete court, this patch of turf, here, you’re defined by your actions — not your looks or beliefs.”

Nike will function advertisements from the marketing campaign on social media, billboards and posters all through cities within the United States and Canada. It may also promote “Equality” branded T-shirts and footwear as a part of its annual Black History Month assortment.

Apparel from the marketing campaign will likely be worn by Nike athletes throughout NBA All-Star weekend.

Nike mentioned it’s donating $5 million this 12 months to organizations like MENTOR and PeacePlayers, which it says “advance equality in communities” throughout the nation.

Related: Pro-Trump boycott calls follow Super Bowl ads

Nike’s new marketing campaign comes one week after quite a few firms launched advertisements about inclusion and acceptance in the course of the Super Bowl.

Budweiser, 84 Lumber, Coca-Cola (COKE), Airbnb, Kia and Tiffany (TIF) had been among the many manufacturers that options messages about immigration, equality and environmentalism.

— CNNMoney’s Ahiza Garcia contributed to this story.

CNNMoney (New York) First printed February 12, 2017: 12:51 PM ET

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