LeBron, Serena and other Nike stars champion 'Equality'

LeBron, Serena and other Nike stars champion ‘Equality’

Nike states it can be time to stand up for equality in a new advertisement marketing campaign.

The company on Sunday introduced a star-studded short movie titled “Equality” to mark Black Background Thirty day period.

The ad attributes Nike-sponsored athletes LeBron James, Serena Williams, Kevin Durant, Gabby Douglas, among the others, “amplifying their voices in an exertion to uplift, open up eyes and provide the good values that sport can represent into wider focus,” the firm reported.

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

“Is this the land heritage promised?” Jordan suggests. “Here, in just these traces, on this concrete court, this patch of turf, right here, you might be defined by your actions — not your seems to be or beliefs.”

Nike will function adverts from the campaign on social media, billboards and posters in the course of metropolitan areas in the United States and Canada. It will also market “Equality” branded T-shirts and sneakers as portion of its once-a-year Black Heritage Month collection.

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

Nike stated it is donating $5 million this 12 months to companies like MENTOR and PeacePlayers, which it claims “progress equality in communities” across the nation.

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Nike’s new campaign arrives a person 7 days just after several providers introduced advertisements about inclusion and acceptance in the course of the Super Bowl.

Budweiser, 84 Lumber, Coca-Cola (COKE), Airbnb, Kia and Tiffany (TIF) were among the models that features 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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