Nike yesterday "launched the Equality Initiative, a campaign designed to bring attention to racial justice," according to Matthew Kish of the PORTLAND BUSINESS JOURNAL. The "centerpiece is a short film featuring Nike endorsers." The film is directed by Melina Matsoukas and features Cavliers F LeBron James, tennis player Serena Williams, Warriors F Kevin Durant, USWNT MF Megan Rapinoe, U.S. track & field athlete Dalilah Muhammad, Gold Medal-winning U.S. gymnast Gabby Douglas and Giants WR Victor Cruz. The film "includes a new performance by Alicia Keys, who sings Sam Cooke's 'A Change Is Gonna Come.'" Nike is "launching the initiative with one of its most robust advertising campaigns in memory." Print ads ran yesterday in several national newspapers, including the N.Y. Times, while a spot ran last night during CBS' Grammys telecast. 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." Kish noted Nike products related to the campaign "include the company's annual Black History Month collection of footwear and apparel" (BIZJOURNALS.com, 2/12). In Portland, Jeff Manning noted Wieden+Kennedy, Portland, "helped prepare the campaign," though it is "not entirely clear what prompted the new messaging." Possible reasons include Donald Trump being elected president, or the "series of police shootings of young black men that spawned the Black Lives Matter movement and widespread protests." Nike said that it would donate $5M this year to organizations that "promote equality" (OREGONLIVE.com, 2/12).
