Nike says it’s time to stand up for equality in a new advertising campaign.
The company released a star-studded short film titled “Equality” on Sunday to commemorate Black History Month.
The ad features athletes sponsored by Nike. Lebron James, Serena WilliamsKevin Durant, Gabby Douglas, among others, “amplifying their voices in an effort to elevate, open eyes and bring into broader focus the positive values that sport can represent,” the company said.
Actor Michael B. Jordan provides the voice of the film and singer Alicia Keys performs a rendition of Sam Cooke’s “A Change is Gonna Come.”
“Is this the land promised by history?” Jordan says. “Here, within these lines, on this concrete court, on this patch of grass, here, you are defined by your actions, not by your appearance or your beliefs.”
Nike will feature campaign ads on social media, billboards and posters in cities across the United States and Canada. It will also sell “Equality”-branded T-shirts and shoes as part of its annual Black History Month collection.
Nike athletes will wear campaign apparel during NBA All-Star weekend.
Nike said it will donate $5 million this year to organizations like MENTOR and PeacePlayers, which it says “promote equality in communities” across the country.
Related: Pro-Trump boycott calls follow Super Bowl ads
Nike’s new campaign comes a week after numerous companies launched ads about inclusion and acceptance during the Super Bowl.
Budweiser, 84 Wood, Coca Cola (COKE)Airbnb, Kia and Tiffany (TIFF) were among the brands presenting messages about immigration, equality and environmentalism.
— CNNMoney’s Ahiza García contributed to this story.
CNNMoney (New York) First published February 12, 2017: 12:51 pm ET
