I’m always side-eying the actions of any corporation, especially one like Nike that have a record of over-pricing wanted goods and using child labor. Jordan’s legacy is somewhat tarnished by his Nike Air Jordan range which have led to deaths amongst those in the “hood” thieving and trying to get their hands on them. Whether Jordan, Nike or the dumb ass kids are to blame for this mess is questionable but it could be argued that Nike and Jordan have done little to address the issues over the years.

So when they prop up some of their biggest paid stars such as LeBron and Serena for a new campaign promoting Equality and ingeniously called EQUALITY, you have to question their motivations.

Are there suited fat cats sitting in Nike top offices genuinely appalled by the state of the USA, the state of the world, genuinely wanting to make change…. Or is this just a cash grab, running on a trend, trying to get hip with the kids?

Nike announced in a Press Release

EQUALITY is centered on using Nike’s voice and the power of sport to inspire people to take action in their communities, with Nike leading by example with its recently announced partnerships with world-class organizations dedicated to advancing this work.

A new film, simply titled “Equality,” anchors these values in the power of sport. The film, directed by Melina Matsoukas, features LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas, and Victor Cruz, amplifying their voices in an effort to uplift, open eyes and bring the positive values that sport can represent into wider focus. “Equality” also features actor Michael B. Jordan, who voices the film, and a new performance by Alicia Keys, singing Sam Cooke’s “A Change Is Gonna Come.”

The ad (also below) ran at last night’s Grammys.

No doubt many will do great things on behalf of this campaign but is it in vein when it’s just pushing the image of a corporation like Nike?

What do you think? Do they care?