At Nike, their mission is to be a leader in building a diverse, inclusive team and culture.
With everything that’s been going on around the world, Nike has always been supporting communities. From “Black Lives Matter”, to “LGBTQIA+”, and to “Play inside for the world”. Nike has always been present on social media to build more equal, inclusive, and active communities.
Black Lives Matter
NIKE Inc., being the most reliable sports company around the globe, was fast in reacting to the BLM movement, with their President and CEO, John Donahoe quoting:
“We know Black Lives Matter. We must educate ourselves more deeply on the issues faced by Black communities and understand the enormous suffering and senseless tragedy racial bigotry creates.”
Black Lives Matter has become one of the largest movements in history and for that reason, NIKE, Converse, Jordan Brand, and Michael Jordan committed to investing $140 million over the 10 years to support and invest in organizations that highlight economic empowerment, education, and social justice to address racial inequality for Black Americans.
The following video was created and released on the 30th of May following the murder of Georges Floyd.
LGBTQIA+
Many people from the LGBTQIA+ community continue to face discrimination in their daily lives, in both the workplace and on a personal level, as well as in their access to critical health care. For that, Nike recognized 18 organizations supporting the LGBTQIA+ community and donated a total of $625,000. Nike has always believed in the pursuit of equal rights and opportunities in our society for all genders and sexual orientations.
Every year since 2012, Nike has been relaunching the BETRUE collection with the goal of creating a diverse community focused on enhancing equality in sports.
The BETRUE collection is released every June to commemorate National Pride Month and embraces everyone, regardless of gender identity and sexual orientation. One of the main symbols of the LGBTQIA+ community is the rainbow flag, and this has been used by Nike to design all the products of this line. Nike has decided to keep on improving the BETRUE products because Nike’s aim is to prove its beliefs once more.
"Nobody Wins Alone” features Nike athletes and allies of the LBGTQIA community who support the pursuit of equality for all athletes.
Play Inside for the World
For Nike, the Covid-19 crisis is not a threat or a break. It’s a chance for them to provide all athletes a motivation to stay active inside. Nike also included digital resources and tools covering a variety of digital content and platforms. Nike’s digital eco-system has allowed athletes to access free workouts, content, and expert guidance to help them reach their fitness goals, wherever they are, whenever they want. On April 8th, 2020, Nike released a campaign on YouTube “Play for the World”; a video starring celebrities such as Lebron James, Sara Hughes, and others, that addresses how COVID-19 has affected athletes across the globe and pushed people to stay safe by promoting staying inside. A chance to play inside, and to play for the world.
Of course, staying active at home can be lonely, therefore, Nike trainers and professionals led free, live-streamed workouts on their YouTube channel, that are suitable for all levels of fitness. Since most athletes like competition, Nike came up with the idea of the Living Room Cup that offers small workout challenges that are measured against professional athletes such as Cristiano Ronaldo to get their motivation level up. Athletes and players were able to share their results on Nike’s Instagram profile by using the hashtag #play inside & #thelivingroomcup.
Overall, Nike’s mission is to do everything possible to expand human potential, by creating innovations and making a positive impact on communities.
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