Nike Just Released a Gorgeous, Powerful Campaign Dedicated to Equality

Work from W+K debuts ahead of the Grammys

LeBron James is one of the many stars featured in the new campaign. Nike
Headshot of Kristina Monllos

Nike is using its platform as one of the biggest sports brands in the world to tout a message of equality.

The brand has launched a new 90-second spot, from Wieden + Kennedy in Portland, that “encourages people to take the fairness and respect they see in sport and translate them off the field,” according to a release.

The ad, which was was directed by Melina Matsoukas, best known for her music videos, was released ahead of tonight’s Grammys broadcast on CBS. It features stars like LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas, and Victor Cruz. Actor Michael B. Jordan appears briefly and provides the ad’s voiceover. The soundtrack is a new recording of Sam Cooke’s “A Change Is Gonna Come” from Alicia Keys, who can also be seen in the spot.

The initiative “is centered on using Nike’s voice and the power of sport to inspire people to take action in their communities, with Nike leading by example with its recently announced partnerships with world-class organizations [PeacePlayers International and Mentor: The National Mentoring Partnership] dedicated to advancing this work.”

Nike has also announced plans to donate $5 million in 2017 to “numerous organizations that advance equality in communities across the U.S., including Mentor and PeacePlayers.”

The campaign will be promoted through Nike’s social channels as well as with avatars and filters for people who support the message to use in those channels. It will also have billboards and posters in U.S. and Canadian cities.

As part of the effort, which has been released during Black History Month, Nike will also sell t-shirts as part of its annual Black History Month collection that say “Equality.”

Check out a behind the scenes video of the spot and some print work below.


FORMAT: Broadcast + Online
Alex Lopez – Senior Director Brand Communication
Juan Reyes – Director Brand Communications

Creative Director: Chris Groom, Antony Goldstein
Writer: Kervins Chauvet
Art Director: Nate Nowinowski
Integrated Production Director: Matt Hunnicutt
Producer: Julie Gursha
Associate Producer: Emily Knight
Senior Business Affairs Manager: Dusty Slowik
Account Team: Chris Willingham, Alyssa Ramsey, Hannah Hewitt, Patrick Gulliford
Strategic Planning: Nathan Goldberg
Media: Reme DeBisschop, Geoff Scoones, Justin Bradley
Project Manager: Andrea Nelsen
Broadcast Traffic Manager: Andrea Sierra, Tim Bell
Studio Manager: Alicia Kuna
Studio Designer: Seth Shelman

Production Company: Prettybird
Director: Melina Matsoukas
Executive Producer: Suzanne Hargove
Line Producer: Jonathan Wang
Director of Photography: Malik Sayeed

Editorial Company: Joint Editorial
Editor: Peter Wiedensmith
Assistant Editor: Dylan Sylwester, JB Jacobs, Kevin Alfoldy, Eddie Mikasa, Doug Scott
Post Producer: Jen Milano
Post Executive Producer: Leslie Carthy

VFX Studio: The Mission
VFX Supervisor: Patrick Ferguson
On Set Supervisor: Gray Marshall
Flame Artist: Michael Vaglient, Susanne Scharping, Ed Black, Adam Flynn
Animation Director: Piotr Karwas
VFX Producer: Diana Cheng
Managing Director: Michael Pardee


Music Supervision: Walker
Executive Producer: Sara Matarazzo
Senior Producer: Abbey Hendrix
Song: A Change is Gonna Come
Written by: Sam Cooke
Performed by: Alicia Keys
Engineer: Ann Mincieli
Music Editor: Judson Crane


Voiceover Talent: Michael B. Jordan


Mix Company: Eleven
Audio Mixer: Jeff Payne
Audio Mix Assistant: Jordan Meltzer
Mix Executive Producer: Melissa Elston

SD Company: Barking Owl
Sound Designer: Morgan Johnson
Producer: Kelly Bayett


Telecine Company: Company 3
Telecine Producer: Clare Movshon
Colorist: Tom Poole

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.