Nike says it's time to stand up for equality in a new advertising campaign.
On Sunday, the company released a star-studded short film, “Equality,” to celebrate Black History Month.
The ad features an athlete sponsored by Nike. lebron james, serena williamsKevin Durant, Gabby Douglas and others are “amplifying their voices in an effort to uplift and open eyes to the positive values that sports can represent,” the company said.
Actor Michael B. Jordan provided the film's voice, and singer Alicia Keys sang Sam Cooke's “A Change is Gonna Come.”
“Is this the history of the promised land?” Jordan says: “Here, within these lines, on this concrete court, on this lawn, you are defined by your actions, not by your looks or beliefs.”
Nike will advertise the campaign on social media, billboards and posters across cities in the U.S. and Canada. They will also be selling “Equality” branded T-shirts and shoes as part of their annual Black History Month collection.
Apparel from the campaign will be worn by Nike players during NBA All-Star Weekend.
Nike said it will donate $5 million this year to organizations like MENTOR and PeacePlayers to “promote equality in communities” across the country.
Related: Calls for pro-Trump boycott following Super Bowl ad
Nike's new campaign comes a week after numerous companies began advertising about inclusion and acceptance during the Super Bowl.
Budweiser, 84 Wood; Coca Cola (Cola)Airbnb, Kia, and Tiffany (TIF) It was one of the brands that contained messages about immigration, equality, and environmentalism.
–CNNMoney's Ahiza Garcia contributed to this story.
CNN Money (New York) First Posted: February 12, 2017: 12:51 PM ET