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