February 13, 2016

NikeEquality,DigitalCampaign

The LaunchNikelaunchedanew90-secondvideospotthat“encouragespeopletotakethefairnessandrespecttheyseeinsportandtranslatethemoffthefield,”and“inspirepeopletotakeacDonintheircommuniDes”accordingtoapressrelease.

FeaturesLeBronJames,SerenaWilliams,KevinDurant,MeganRapinoe,DalilahMuhammad,GabbyDouglas,andVictorCruz,andMichaelJordan(ad’svoiceover).

TimingBlackHistoryMonthAmidstaDmeofprotestsforequalityacrossthenaDonSpotwasreleasedbeforeSunday’sGrammysbroadcastonCBS.

On social channels

Through avatars and filters

Billboards and posters in U.S. and Canadian cities

Promotion

Nike also released “Equality.” apparel which will be a part of their annual Black History Month collection

TakingAcDon•  Planstodonate$5millionin2017to“numerous

organizaDonsthatadvanceequalityincommuniDesacrosstheU.S.,includingMentorandPeacePlayers.”

•  EQUALITYcampaignfollowstheannouncementoftwopartnershipstodrivechangewithincommuniDes.– MENTOR:ensuringqualityyouthmentoringrelaDonshipsandconnecDngvolunteerstoopportuniDesintheirlocalcommuniDes

–  PeacePlayersInternaDonal:aimstoclosethe“mentoringgap”andensureyoungpeoplereceivethesupporttheyneedtosucceedinallareasoflife

Sources

https://www.washingtonpost.com/news/early-lead/wp/2017/02/12/nike-ad-sends-serious-message-about-equality-opportunity-and-discrimination/?utm_term=.eada99366766http://www.adweek.com/brand-marketing/nike-just-released-a-gorgeous-powerful-campaign-dedicated-to-equality/http://www.businesswire.com/news/home/20170212005025/en/Nike-Power-Sport-Stand-Equalityhttp://news.nike.com/news/nike-equality-partnership

Sources