Creative Soccer Culture

Nike Uses Power of Sport to Stand up for EQUALITY

Never afraid to step out into places that reflect the values, Nike have launched 'EQUALITY', a campaign that encourages people to take the fairness and respect they see in sport and translate them off the field into life away from the pitch.

Centered on using Nike’s voice as well as the power sport possesses to inspire people to take action in their communities, the brand has recently announced partnerships with world-class organisations dedicated to advancing this work such as MENTOR and PeacePlayers International. The objective of driving change within communities will see Nike donate $5 million in 2017 to numerous organisations that embrace full support for equality.

A new film, simply titled “Equality,” anchors these values in the power of sport. The film, directed by Melina Matsoukas, features 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. “Equality” also features actor Michael B. Jordan, who voices the film, and a new performance by Alicia Keys, singing Sam Cooke’s “A Change Is Gonna Come.”

The EQUALITY initiative will live at as goes across multiple platforms from social media through to billboards and posters in cities around the U.S. and Canada. The imagery used features portraits of athletes and cultural icons and in addition, Nike will enable people to create their own EQUALITY avatar or social media filters to express their support.

Sealing the 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 via and select retail. The 2017 Black History Month collection will be worn by many Nike-sponsored players throughout NBA All-Star weekend in New Orleans in February. The EQUALITY tee is a symbol of Nike’s unwavering commitment to diversity and inclusion.


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