“Is this the land history promised?” asks Michael B. Jordan, as the actor provides the voiceover for Nike’s timely Equality campaign.
The American sportswear giant comes from a country that has had the eyes of the rest of the world watching and wincing as racial divides still rooted from history have been watered in recent times. In the wake of so many issues that the American political landscape has conjured up since Trump put his privileged foot in the door of the Whitehouse and those before so, this campaign from Nike represents a voice of reason that will be heard by many throughout Black History Month.
The ‘advert’ features a long list of star athletes of the brand’s books including LeBron James and Serena Williams, as well as singer Alicia Keys who covers ‘A Change Is Gonna Come’ by the late-King of Soul, Sam Cooke. The campaign sends a message that the legendary singer would have been proud of, yet one that he would surely hope would no longer be needed over half-a-century after his tragic death.
“The ball should bounce the same for everyone.”
Nike have underlined the beautifully subjective nature of sport. A realm where one will always be judged on their ability with a basketball, a football or a racket, rather than by their race, sexuality or religion. The ad, shot in black and white by two-time Grammy award winning director, Melina Matsoukas, depicts this reality showing athletes from children to legends, playing the sport they love.
Along with the advert and the brilliant behind-the-scenes video in which all the stars lay down their thoughts on the matter, Nike have also produced ‘Equality’ tees that will help spread the message and help towards their donation of $5 million to numerous organisations that they say; “advance equality in communities across the U.S.”
In the U.S and Canada, expect to see Nike’s messages of equality on billboards and social media all over the place, as the gigantic sporting powerhouse does their bit to strive for a fairer, better future for everyone.