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Nike has a long history of speaking up for causes that reflect its values. That continues today with the launch of #equality, in which #nike encourages #people to take the fairness and respect they see in #sport and 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 with its recently announced partnerships with world-class organizations dedicated to advancing this work.
A new film, simply titled “Equality,” anchors these values in the power of #sport. The film, directed by Melina Matsoukas, features LeBron James, #serenawilliams, #kevindurant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas, and #victorcruz, 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 #michaelbjordan, who voices the film, and a new performance by #aliciakeys, singing Sam Cooke’s “A Change Is Gonna Come.”
The #equality initiative will live at #nike.com/equality, in social media and on billboards and posters in cities around the U.S. 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.
Lastly, #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 #nike.com 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.
Nike believes in respect and #equality — and that these values are worth standing up for and supporting. #equality follows Nike’s recent announcement of its partnerships with MENTOR and PeacePlayers International, to drive change within communities. Building on these partnerships, #nike will donate $5 million in 2017 to numerous organizations that advance #equality in communities across the U.S., including MENTOR and PeacePlayers.
Nike will continue to encourage #people to work for #equality by becoming a mentor in their local communities through MENTOR — the leading national organization in ensuring quality youth mentoring relationships and connecting volunteers to opportunities in their communities. Learn more, or you can donate at: mentoring.org.
People can also show support by donating to PeacePlayers International — a global organization focused on bridging divides in communities by developing youth leaders, building relationships and changing perceptions through the power of #sport.
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