Nike has launched its new ad campaign titled Equality, which begins with a thoughtful voiceover by Fruitvale Station and Creed actor Michael B. Jordan asking us, “Is this the land history promised?”
Directed by Melina Matsoukas, an award-winning music video director whose prior credits include collaborating with Beyoncé, Rihanna and Jennifer Lopez, the 1-minute and 30-second Equality short film is beautifully shot in black and white and scored to Alicia Keys‘ heartfelt rendition of Sam Cooke‘s A Change Is Gonna Come. The short film also features familiar celebrities such as LeBron James, Kevin Durant, Serena Williams, Gabby Douglas, Victor Cruz and Alicia Keys.
In addition to the short film, Nike is also planning to sell Equality t-shirts and footwear as part of its annual Black History Month collection.
You can watch the whole video along with behind-the-scene footage below.