This year’s Black History Month came at an especially contentious time in America. Given the volatility of the moment, Nike wanted to give the athletes it partners with a chance to speak out from their diverse vantage points, and to reflect their different versions of the American experience. The goal was to connect with athletes and fans in a way that got them thinking about the positive role sport should play in promoting a belief in equality.
Solution & Cultural Context:
Throughout our history, sport has played an important role in pointing out our nation’s shortcomings, both through the courage of its athletes and by its example. While American sport is no Utopia, it’s long been a place where we are forced to confront our prejudices (both as participants and fans) and learn to judge those we compete with and against without bias. So as a sports brand, Nike wanted to say that we’d all be better off if we let what sport taught us extended beyond its lines.
Launching during what proved to be a controversial Grammys, EQUALITY fueled a conversation about the unequal recognition minorities are getting for their contribution to American life & culture. In the first weeks of a Trump presidency this spot got the nation talking & resonated with audiences,driving a total of 88M impressions nationwide with strong engagement rates and in-depth conversations on social.EQUALITY succeeded in promoting sport’s role in fostering greater empathy and understanding.
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