Nike’s star-studded ad pushes message of equality

Lindsay Bennett
By Lindsay Bennett | 14 February 2017
Serena Williams is one of the many celebrities to star in Nike's recent ad campaign

Nike has released a star-studded campaign pushing the message of equality during the Grammy Awards last night.

The black-and-white 90-second ad by Wieden & Kennedy stars Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas and LeBron James.

It is set to Alicia Key’s take on Sam Cooke’s “A Change is Gonna Come”.

The campaign encourages people to take the fairness and respect they see in sport and translate them off the field, according to Nike.

"Nike believes in respect and equality — and that these values are worth standing up for and supporting," the brand said in a blog.

Actor Michael B. Jordan provides the voiceover. He says: "Opportunity does not discriminate. The ball should bounce the same for everyone. Worth should outshine colour. If we can be equals here, we can be equals everywhere."

It ends with the tagline Equality Has No Boundaries.

The participants of the film also feature in a short content series, sharing their thoughts on the campaign's theme.

Nike is one of many brands using its advertising to promote equality and diversity, with Airbnb, Budweiser and Coca-Cola also pushing a similar message in their Super Bowl ads last week.

The initiative rolls out across social media and on billboards and posters in cities around the US and Canada, with imagery that features portraits of athletes and cultural icons.

nike equality ad

 

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