Nike Launches Equality Initiative Behind Robust Ad Campaign

Nike today "launched the Equality Initiative, a campaign designed to bring attention to racial justice." The "centerpiece is a short film featuring Nike endorsers." The film features Cavaliers F LeBron James, Serena Williams, Warriors F Kevin Durant and USWNT MF Megan Rapinoe, among others. Nike is "launching the initiative with one of its most robust advertising campaigns in memory." Print ads ran today in several national newspapers, including the N.Y. Times, while a spot will run during tonight's Grammys telecast on CBS. Nike also has "created a landing page on its website for the campaign, which will include billboard advertising and a social media push that allows people to create avatars" (BIZJOURNALS.com, 2/12).