The past weekend, Nike launched a new politically charged campaign called “Equality” aimed at ending racial, gender and sexual discrimination. Some of Nike’s biggest athletes such as LeBron James, Kevin Durant, Serena Williams and, yes, even Tiger Woods have joined in for this new initiative which coincides with Black History Month.
This is a big deal for Woods because he always has laid low when it came to politics. Sure, he’s played golf with Obama, but he’s also teed it up with Donald Trump. In fact, recently he went on record during a CNN interview by saying that the United States needs to “unite as Americans” to overcome the current divisiveness that seems to have a stranglehold on the country.
IF WE CAN BE EQUALS IN SPORT, WE CAN BE EQUALS EVERYWHERE. pic.twitter.com/NJCNn3nzcC
— Tiger Woods (@TigerWoods) February 12, 2017
“Nike has a long history of speaking up for causes that reflect its values,” the company said, in a news release. “That continues today with the launch of Equality, in which Nike encourages people to take the fairness and respect they see in sport and translate them off the field.”
Nike said that it will donate $5 million in 2017 to numerous organizations that advance equality in communities across the United States, including MENTOR and PeacePlayers.
Along with this 90-second TV spot, Nike also ran a four-page spread in the Sunday edition of the New York Times preaching the concept behind the launch.
“Here, within these lines, on this concrete court, this patch of turf, here you’re defined by your actions. Not your looks or beliefs. Equality should have no boundaries,” the video’s narrator says. “Opportunity should not discriminate. The ball should bounce the same for everyone. Worth should outshine color. If we can be equals here, we can be equals everywhere.”
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