Nike shows its stand for inclusivity with a black-and-white video campaign, Equality. The 90-second clip features Nike-endorsed athletes, including Michael B. Jordan, LeBron James and Serena Williams. The campaign was first aired during yesterday’s Grammys.
The campaign comes in time of global refugee crisis and Donald Trump’s anti-immigrant policies. Being a sportswear brand, Nike highlights how equality is a norm in sports. Serena said in a behind-the-scenes video: “My view is that sometimes we as a people, we give everyone equal opportunity on the court. We give them equal chance. We look at them the same way,” she said. But she added that off the court, “We might overlook people or might say they don’t deserve the same opportunity. When in all actuality, we all [do].”
The timely campaign is beautifully narrated by Michael B. Jordan, while Alicia Keys sing Sam Cooke’s “A Change is Gonna Come”. In addition to the video, the Equality campaign also extends to a micro site, which allows people to order the special Equality slogan t-shirt and download the Equality avatar.
On another note, the positive campaign gets backlash in regards to its “equality should have no boundaries” tagline. Many thinks it does not reflect the way Nike treats its workers in foreign countries. Outkick the Coverage, a Fox media subsidiary, says: “While you’re busy sharing this ad and praising the company for embracing equality everywhere just be glad that you were born in America and don’t have to work for $3 a day making LeBron James’s shoes in an awful factory in Indonesia.”