|LeBron James during the filming of Nike's "Equality" commercial. / |
"We can be equals everywhere."
On Sunday evening during the nationally televised Grammy Awards program, Nike debuted a short film about #EQUALITY. It's message was clear: Equality has no boundaries.
This extraordinary 90-second spot, filmed in black in white, was directed by Melina Matsoukas who has two Grammy Awards for her work on Beyoncé's "Formation" and Rihanna's "We Found Love." It features NBA great LeBron James and co-stars American athletes Serena Williams, Kevin Durant, Megan Rapinoe, Gabby Douglas, Victor Cruz, and Dalilah Muhammad.
"Equality" has already received more than 4 million views on YouTube.
The central theme of "Equality," which also features actor Michael B. Jordan in a cameo as well as narrating the script, and singer Alicia Keys covering Sam Cooke's "A Change Is Gonna Come," is this: "The Equality and fairness prevalent in major professional sports should transcend into broader society."
As part of Nike's Black History Month campaign, their initiative aims to "inspire people to take action in their communities."
The voice over in the film (Jordan) says "if we can be equals here," referring to a basketball court, then James says "we can be equals everywhere."
Writing in ESPN's "The Undefeated" sports, race and culture website, writer Clinton Yates said: "Using a street art metaphor to make a point about in-your-face activism is not only effective, but for many who'll likely see this ad, perhaps familiar."
It made an impact with me; I hope it makes an impact with you.
Is this the land history promised?
Here within these lines.
On this concrete court.
This patch of turf.
Here, you're defined by your actions, not your looks or beliefs.
Equality should have no boundaries.
The bonds we find here should run past these lines.
Opportunity should not discriminate.
The ball should bounce the same for everyone.
Worth should outshine color.
If we can be equals here, we can be equals everywhere.
A postscript: Nike has released a behind-the-scenes look at "Equality," which is worth a good look. It showed what equality means to each of the athletes involved. Said Rapinoe: "Being a woman in sport, first of all, equality is not always something that we're privy to. And being a gay woman in this country, in sport, wherever I am in the conversation, it's there. It's my responsibility of making sure that I speak up about it, and speak up for other people. Hopefully, it can grow that movement in that way."
Adds James: "At the end of the day, we're always just trying to find a way that we can all feel equal, we can all be equal, have the same rights, have the same feelings, being able to be in the same place no matter the color."
• Nike, which plans to air the "Equality" film during next Sunday's NBA All-Star Game, is currently promoting "Equality" t-shirts on its website. According to Adweek, Nike will donate $5 million during this calendar year to "numerous organizations that advance equality in communities across the U.S., including Mentor and PeacePlayers."