Nike says it’s time to stand up for equality in a new ad campaign.
The company released a celebrity short titled “Equality” on Sunday to mark Black History Month.
Announcement features Nike sponsored athletes James lebron, Serena williams, Kevin Durant, Gabby Douglas, among others, “are amplifying their voices in an effort to uplift, open their eyes and highlight the positive values that sport can represent,” the company said.
Actor Michael B. Jordan stars in the film and singer Alicia Keys plays “A Change is Gonna Come” by Sam Cooke.
“Is this the promised history of the land? Jordan said. “Here, within these lines, on this concrete field, this patch of grass, here you are defined by your actions – not by your appearance or your beliefs.”
Nike will run campaign social media ads, billboards and posters to cities throughout the United States and Canada. It will also sell “Equality” branded t-shirts and shoes as part of its annual Black History Month collection.
Campaign clothing will be worn by Nike athletes during the NBA All-Star weekend.
Nike said it was donating $ 5 million this year to organizations like MENTOR and PeacePlayers, which it said “promote equality in communities” across the country.
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Nike’s new campaign comes a week after multiple companies launched inclusion and acceptance ads during the Super Bowl.
Budweiser, 84 Lumber, Coca Cola (, Airbnb, Kia and )Tiffany ( were among the brands that spread messages about immigration, equality and environmentalism. )
– CNNMoney’s Ahiza Garcia contributed to this story.
CNNMoney (New York) First published on February 12, 2017: 12:51 p.m. ET