Nike Launches Initiative to Stand up for Equality

Along with Nike’s longstanding community partnerships, the sportswear giant is making strides to use the power of sports to encourage people to make positive changes. Its new EQUALITY platform highlights values of fairness and respect on the field in order to inspire a larger movement involving the rest of the world. Bolstered by a short film starring legendary athletes including LeBron James, Serena Williams, Kevin Durant, Gabby Douglas, Victor Cruz and actor Michael B. Jordan, the campaign focuses on the mantra that equality should have no boundaries — with Alicia Keys singing Sam Cooke’s “A Change Is Gonna Come” in the background.

The initiative will also live on print, billboards and social media, enabling people to create their own avatars and take part in the action. Watch the Melina Matsoukas-directed clip above and head over to Nike to learn more.