It feels like every second day Nike launches a killer new campaign.
Only a few weeks ago we wrote about their friggen sick FKA Twigs collab and not long before that we were frothing on Bella Hadid as their poster girl.
And today, the sportswear giant has debuted a soulful B&W clip to introduce their latest campaign called ‘Equality’:
It’s a tip of the hat to fairness and equal opportunity in sport and beyond. It ain’t any old clip, either; it’s directed by Queen Bey‘s frequent video collaborator, Melina Matsoukas, and it’s debuting at the Grammys today.
Alicia Keys singing Sam Cooke‘s ‘A Change Is Coming‘ underscores the incredibly-shot 90-second clip, which features the likes of Serena Williams, LeBron James and Gabby Douglas. But it’s the narration of the spot by Michael B. Jordan that sets this campaign apart from the rest:
“Is this the land history promised?This field of play.Where the dream of fairness and mutual respect lives on.Where you are defined by actions, not your looks and beliefs.For too long these ideals have taken refuge inside these lines.Equality should have no boundaries.The bond between players should exist between people.Opportunity should be indiscriminate.Worth should outshine color.The ball should bounce the same for everyone.If we can be equals here, we can be equals everywhere.”
Nike are also releasing T-shirts that read “Equality” across the chest, as well as a Black History Month line of sneakers set to be released on February 16th.
According to Nike, “The BHM collection has historically provided financial support to Nike’s Ever Higher Fund, which was created to bring mentorship, sport, and all of its benefits to youth and their communities.”
Source: NY Mag.
Photo: Nike.
