Michael Jordan Makes Nike a Hero Brand for the Black Community
LeBron James Goes From the Land to Creating the New Standard for Equality
The Equality Campaign
In 2017, Nike released their ‘Equality’ campaign, created to “encourage people to take the fairness and respect they see in sports and translate them off the field.” The headline commercial featured an A-list lineup including Lebron James, Serena Williams, Alicia Keys, and Michael B. Jordan, and was shot in James’ stomping grounds in Ohio. The campaign also included a $5 million commitment by Nike to organizations that advance equality in the U.S.