With Martin Luther King Jr. day on Monday, Nike is officially lifting the curtain on this year’s EQUALITY campaign. In lockstep with their Black History Month (or “BHM”) collection, this year’s campaign takes a page out of LeBron James’ book and is using sport to unite.
James, during this year Cavaliers Media Day, responded to a question about politics by saying “what sports can do for everyone—no matter the shape or size or race or religion—people just gravitate toward it and it makes them so happy.”
Nike has since released a pair of videos, one stemming entirely from James’ late-September moment, centered on using the power of sport to inspire people to take action in their respective communities.
Another way Nike is endeavoring to support equality for all is with its annual Black History Month (BHM) collection that celebrates black heritage around the world by fueling community action to create positive change. James’ LeBron 15 includes the date 07.13.2016 inscribed on the heel to commemorate the night James (with Chris Paul< Carmelo Anthony, and Dwyane Wade) delivered their speech at that year’s ESPY Awards.
This marks the second year of Nike’s EQUALITY campaign. In 2017, the initiative’s inaugural year, Nike donated $5 million to numerous organizations that advance equality in communities across the U.S., including MENTOR, PeacePlayers and the Ever Higher Fund.