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Nike Does What Under Armour Should Do At This Moment|Equality

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The sportswear company on Sunday launched a campaign designed to bring attention to racial justice. The centerpiece is a short film featuring Nike endorsers.

Source: Nike launches Equality Initiative with advertising splash – Portland Business Journal

Matthew Kish just posted his article on this Nike Equality ad. Use the Source link above for a detailed breakdown of how the ad was created.

Now, my title is doing something different. Don’t think for one moment that this isn’t a marketing campaign for Nike Sportswear and Footwear. It is exactly that. The thing is Nike doesn’t have a reason to run an ad that counters the current issues with the presidency, Under Armour does. Under Armour is a company that has encountered a number of problems lately, but they haven’t worked very hard to address the issues and now Nike jumps into the public eye with a visual that captures the moment and brings people to their brand. Is it manipulating the moment? Yes, but today’s marketplace is about connecting to the consumer and Nike gets it.

“The film is directed by Melina Matsoukas and features LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas, and Victor Cruz. Actor Michael B. Jordan voices the film. It includes a new performance by Alicia Keys, who sings Sam Cooke‘s “A Change Is Gonna Come.” Take a moment to get more insight by reading Kish’s post.

Check out the video below: