Nike says it’s time to stand up for equality in a new ad campaign.
The company released a star-studded short film titled “Equality” on Sunday to commemorate Black History Month.
The ad features athletes sponsored by Nike lebron james, Serena WilliamsKevin Durant, Gabby Douglas and others, “amplifying their voices in an effort to uplift, open eyes and bring the positive values that sports can represent into a wider focus,” the company said.
Actor Michael B. Jordan voices the film, and singer Alicia Keys performs a rendition of Sam Cooke’s “A Change is Gonna Come.”
“Is this the story of the promised land?” says Jordan. “Here, within these lines, on this concrete track, this patch of grass, here, you are defined by your actions, not your appearance or beliefs.”
Nike will include ads for the campaign on social media, billboards and posters in every city in the United States and Canada. He will also be selling “Equality” branded T-shirts and shoes as part of his annual Black History Month collection.
The campaign apparel will be worn by Nike athletes during NBA All-Star Weekend.
Nike said it is donating $5 million this year to organizations like MENTOR and PeacePlayers, which it says “advance equality in communities” across the country.
Related: Pro-Trump Boycott Calls Follow Super Bowl Ads
Nike’s new campaign comes a week after numerous companies released ads about inclusion and acceptance during the Super Bowl.
Budweiser, 84 Lumber, Coca Cola (Airbnb, Kia and )tiffany ( were among the brands that presented messages about immigration, equality and environmentalism. )
— CNNMoney’s Ahiza Garcia contributed to this story.
CNNMoney (New York) First published on February 12, 2017: 12:51 pm ET