Nike uses the power of sport to take a stand for equality in new campaign
“Worth should outshine color.”
That simple phrase is the basis for Nike’s new campaign that speaks up for equality. The Equality campaign encourages people to take the fairness and respect they see on the court, pitch, playing field and other sporting venues to translate them off the field.
Equality is centered on using Nike’s voice and the power of sport to inspire people to take action in their communities, with Nike leading by example. The sports shoe and apparel company has long championed causes that reflect its values, including recently announced partnerships with Mentor: The National Mentoring Partnership, and PeacePlayer International, which is recognized for uniting divided communities.
The anchor of the Equality campaign is a short film of the same title, done with agency Wieden + Kennedy, directed by Melina Matsoukas. It features Nike athletes, including 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.
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The film is narrated by actor Michael B. Jordan, reading a powerful poem that ends with “If we can be equals here, we can be equals everywhere.” It also features a new performance by Alicia Keys, singing Sam Cooke’s “A Change Is Gonna Come.”
The Equality initiative will live on the Nike Equality webpage and also on social media and on billboards and posters in cities around the US and Canada, with imagery that features portraits of athletes and cultural icons. In addition, Nike will enable people to create their own Equality avatar or social media filters to express their support.
Equality t-shirts and shoes from Nike’s annual Black History Month collection, which has historically supported organizations serving youth and their communities, will be available for purchase through Nike.com and through select retailers.
The 2017 Black History Month collection will be worn by many Nike-sponsored players throughout NBA All-Star weekend in New Orleans, February 17-19. The Equality tee is a symbol of Nike’s commitment to diversity and inclusion.
Building on the recent partnerships, Nike will donate $5m in 2017 to numerous organizations that advance equality in communities across the US.
Creative Director: Chris Groom, Antony Goldstein
Writer: Kervins Chauvet
Art Director: Nate Nowinowski
Integrated Production Director: Matt Hunnicutt
Producer: Julie Gursha
Associate Producer: Emily Knight
Senior Business Affairs Manager: Dusty Slowik
Account Team: Chris Willingham, Alyssa Ramsey, Hannah Hewitt, Patrick Gulliford
Strategic Planning: Nathan Goldberg
Media: Reme DeBisschop, Geoff Scoones, Justin Bradley
Project Manager: Andrea Nelsen
Broadcast Traffic Manager: Andrea Sierra, Tim Bell
Studio Manager: Alicia Kuna
Studio Designer: Seth Shelman
Production Company: Prettybird
Director: Melina Matsoukas
Executive Producer: Suzanne Hargove
Line Producer: Jonathan Wang
Director of Photography: Malik Sayeed
Editorial Company: Joint Editorial
Editor: Peter Wiedensmith
Assistant Editor: Dylan Sylwester, JB Jacobs, Kevin Alfoldy, Eddie Mikasa, Doug Scott
Post Producer: Jen Milano
Post Executive Producer: Leslie Carthy
COLOR AND VFX
VFX Studio: The Mission
VFX Supervisor: Patrick Ferguson
On Set Supervisor: Gray Marshall
Flame Artist: Michael Vaglient, Susanne Scharping, Ed Black, Adam Flynn
Animation Director: Piotr Karwas
VFX Producer: Diana Cheng
Managing Director: Michael Pardee
Music Supervision: Walker
Executive Producer: Sara Matarazzo
Senior Producer: Abbey Hendrix
Song: A Change is Gonna Come
Written by: Sam Cooke
Performed by: Alicia Keys
Engineer: Ann Mincieli
Music Editor: Judson Crane
Voiceover Talent: Michael B. Jordan
Mix Company: Eleven
Audio Mixer: Jeff Payne
Audio Mix Assistant: Jordan Meltzer
Mix Executive Producer: Melissa Elston
SD Company: Barking Owl
Sound Designer: Morgan Johnson
Producer: Kelly Bayett
Telecine Company: Company 3
Telecine Producer: Clare Movshon
Colorist: Tom Poole