— Nike (@Nike) February 12, 2017
Nike tells the world “A Change is Gonna Come” with the help of NBA stars LeBron James and Kevin Durant.Nike brings to life the unifying power of sports in their new “Equality” campaign, shining a light on the meritocracy of some of our favorite pass times. The campaign shows, whether on the court, the field or in an arena that holds thousands of screaming fans; players, big and small, young and old, amateur or professional are judged by their actions and abilities, not on their appearance.
Nike’s campaign comes at the right time as the world seems to be getting more divided each day. Nike CEO, Mark Parker, recently addressed President Trump’s executive order banning immigration and restricting travel from seven Muslim–majority countries and the multi-billion dollar company is taking a stance through aggressive advertising.
Prominent Nike brand athletes such as Serena Williams, LeBron James, Kevin Durant and Tiger Woods have all signed on to promote the new initiative, starring in various ads and promotional material, including a behind the scenes look at the creation of the campaign.
At the forefront of the campaign is a film titled, “Equality,” where some of the world’s most iconic athletes enforce positive values, accompanied by Alicia Keys with a cover of Sam Cooke’s iconic song “A Change is Gonna Come” (video above).
In a statement released on Sunday, Nike urges people around the world to take action in their own communities and become agents of change.
The lines of inequality have been drawn and now it is time to replace them and Nike is trying to do their part to help, and now it’s your turn.