Nike: Equality has no boundaries

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.

#EQUALITY
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."

Clothes with value that suit your values, too

Elements of Style: Uniqlo /
Making clothes that transcend all categories and social groups.

Uniqlo is the elements of style.

Uniqlo is a toolbox for living.

Uniqlo is clothes that suit your values.

Uniqlo is how the future dresses.

Uniqlo is beauty in hyperpracticality.

Uniqlo is clothing in the absolute.

Uniqlo is made for all.

Can clothing change the world? Uniqlo, the Japanese brand that has been taking San Francisco by storm, not only believes it can. It already is doing it. 

Uniqlo's brand philosophy is simple: It doesn't matter who you are or where you live. "Uniqlo makes clothes that transcend all categories and social groups," says the global clothing retailer on its website. "Our clothes are made for all, going beyond age, gender, occupation, ethnicity, and all other ways that define people. Our clothes are simple and essential yet universal, so people can freely combine them in their own unique way."

Novak Djokovic /
Serbian world-class tennis player,
who has partnered with Uniqlo.

In May, Uniqlo made a big splash in the sporting world when it signed Novak Djokovic, the top-ranked men's tennis player in the world, to a five-year apparel contract. Djokovic debuted his new Uniqlo red, white and blue kit at the French Open in Paris. On Monday, when he won the ATP World Tour championship in London, Djokovic sported a brand new black kit that made its debut during the tournament. During his post-match news conference, he wore a jazzy, red ultra-light down vest jacket.

On a recent Sunday afternoon, I experienced Uniqlo for the first time when I visited the brand's newly-opened West Coast flagship Uniqlo Store located just off Union Square in downtown San Francisco. Upon entering the 29,000 square-foot, three-story clothing emporium (located at 111 Powell Street in the former DSW store), the colorfully-lit and vibrant atmosphere made an immediate impact upon me. So did the 91 rotating mannequins showing off Uniqlo's latest apparel, such as ultra-light down jackets in a variety of colors, as well as the 77 LCD screens that lined the perimeter of the store and seven large-screen wall monitors showing off the company's marketing campaigns.

"When people first walk in, we want to shock them with the colors and the variety," Yasunobu Kyogoku, Uniqlo's chief operating officer for the United States, told the San Francisco Business Times on the eve of the San Francisco Uniqlo's October 5 grand opening.

Uniqlo's brand logo.

Uniqlo likes to think big and the company is driven by innovation. In just 10 years, half of Japan's population is relying on Uniqlo's Heattech technology to make dressing in winter "as fun and flexible as in any other season." In fact, 80 percent of the population of Japan live within 20 minutes of a Uniqlo store, the first which opened in 1984 in Hiroshima. There are 847 Uniqlo locations in Japan alone. I appreciate that Uniqlo has an eye toward social responsibility, too, by recycling millions of pieces of clothing for the needy, supporting small businesses through microcredit and working to restore Japan's Seto Inland Sea. They're a business with a soul.

Worldwide, Uniqlo has 1,132 stores in 13 markets, including: Tokyo, Bangkok, Seoul, Hong Kong, Beijing, Shanghai, Kuala Lumpur, Manila, Moscow, Paris, London and New York City. Here in San Francisco, Uniqlo's high-quality, affordable fashion merchandise will compete with nearby H & M and Gap for the young, hipster urbanite retail dollar in the upcoming holiday shopping season.

I had a blast visiting Uniqlo, and the store's modern and hip design, filled with bright lights, technological gadgetry and pulsating music, gave off a cool vibe that reminded me of being inside a discotheque. It definitely put me in a mood for shopping and, impulsively, I bought a stylish but affordable ($19.90), zip-up navy blue fleece jacket that was on sale and can be worn in San Francisco's moderate climate almost year-round. Added up, the phenomenon that is Uniqlo, from the colorful displays to the courteous and eager customer service to the idea of a company that wants to make our lives better through clothing, made shopping fun, again.

Indeed, clothing can change the world.

Photograph inside San Francisco Uniqlo store by Michael Dickens, copyright 2012.
Photograph of Novak Djokovic courtesy of Getty Images and ATP World Tour Facebook page.