Objectives

• Campaign Objective – A call to action for Allies to come forward, to stand in solidarity with the LGBTQIA+ community
• With an emphasis on leveling the playing field for all athletes* this year’s Nike BeTrue campaign focused on allyship as a means to create change in sport while commemorating the 50th anniversary of the Stonewall riots. Focusing on our athlete truth that nobody wins ‘Until We All Win’, we partnered with athletes of the LGBTQIA+ community, their teammates, and their athlete peers, to participate in the campaign in solidarity. The 8-color rainbow flag was born in San Francisco in 1978 and created DIY style in Gilbert Baker’s sewing studio with a team of young volunteers determined to shape the future of LGBTQIA+ rights before anyone could know their creation would become the icon of the modern-day Pride movement. This year we have reimagined Nike DNA in partnership with the Gilbert Baker Estate bringing both icons – swoosh and flag together with the futura logo against a backdrop of timeless black + white athlete imagery

Strategy and Execution

• Champion the voice of the athlete
• Empower individuals to take collective action
• Connect communities for change
• Implementation key features
  • Intersectional NIKE Athletes –global and local voices across multiple sports, levels, ages, and identify expressions.  Individuals who represent elite sports and teams, showcasing their truth in pursuit of their personal as well as collective achievements.
  • Product Collaboration with the Gilbert Baker Estate to authenticate the history and legacy of the LGBTQIA+ movement through iconic symbology and sport. Celebrating the past to create the future –

Creative direction & editorial partnership with Out Magazine EIC to elevate the intersectional experiences that make up the diversity of the LGBTQIA+ movement.

Results

• Athletes shared their version of what it means to be an Accomplice to action in support of the LGBTQIA+ community.  Through social posts, dialogue, editorial and event appearance, and race-day statements of solidarity.
• Celebration of the past in order to create the future of the LGBTQIA+ movement
• Addressed discrimination in sports.
• Gilbert Baker Estate partnership enabled NIKE to be authentic to sport while celebrating Icons of the Queer movement from the 1970’s to today.
• Throughout pride 2019, Nike supported more than 20 organizations advancing the LGBTQIA+ community through grants administered by the Charities Aid Foundation of America. Organizations include Campus Pride, GLBT Historical Society in San Francisco, Hetrick-Martin Institute and National Gay Basketball Association.

Media