As countless headlines paint a picture of riots and disagreements in regard to human equality, Nike intends to use its international platform as a voice that is able to rise above racial tension. Thus, the introduction of Nike’s new campaign takes on a bold, yet brilliant stance on equality.
Sports is often appreciated for focusing on the birth of infamous athletes rather than delineate by color, status or religion. As stated by the Esquire, “On the playing field there is no black or white, Muslim or Christian, liberal or conservative. There is only the athlete.”
This line of thinking thus prompted Nike to implement a campaign that would come to encourage people to take the fairness and respect they see on the court, pitch, playing field and other sporting venues to translate them off the field.
The anchor of the “Equality” campaign is a short film featuring some of the biggest names athletics including LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, while narrated by Michael B. Jordan. “Here, you’re defined by your actions. Not your looks or beliefs,” says Jordan in the voiceover.
“Equality should have no boundaries. Opportunity should not discriminate.” Those involved have all taken part in an effort to amplify their voices in hopes to uplift, open eyes and bring the positive values that sport can represent into wider focus.
The sports shoe and apparel company has long championed causes that reflect its values. Business Insider writes that, “Nike has announced partnerships with two world-class community organizations—PeacePlayers International and MENTOR: The National Mentoring Partnership”, that will donate $5 million this year to numerous organizations that advance equality in communities across the U.S.
“There is also the Nike Equality Initiative, which will feature in social media and on billboards and posters in cities around the U.S. and Canada, and can also be found at nike.com/equality.”
In recent news, Nike has also announced the Nike Pro Hijab, a groundbreaking garment for Muslim women available early next year. Committed to serving all athletes and with the introduction of its Middle Eastern stores, Nike’s design team collaborated to create this performance hijab that can fit a range of face sizes and shapes while constructed from durable single-layer Nike Pro power mesh; Nike’s most breathable fabric.