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By Kyle O'Brien | Creative Works Editor

February 12, 2017 | 5 min read

“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.

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 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


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

Marketing Nike Diversity & Inclusion

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