• by Sarah Mahoney  @mahoney_sarah, February 13, 2017

Nike unleashed “Equality,” a powerful new ad campaign, during the Grammy Awards, making it the biggest brand so far to dive into 2017’s murky politico-consumer waters.

Even three months ago, “Equality” wouldn’t have been such a loaded word, and a spot shimmering with athletes like LeBron James, Victor Cruz, Kevin Durant, Serena Williams and Gabby Douglas might have felt more like the brand’s obligatory nod toward Black History Month than an anti-President Donald Trump manifesto. “But equality isn’t the norm anymore,” laments one of its athletes in a behind-the-scenes video. “It should be, but it’s not.” 

And as far as early social media reactions are concerned, the ad, with Alicia Keys singing “A Change is Gonna Come,” might as well read “Take that, President Trump, and all you bigots who backed him.” 

Nike says it is supporting the campaign from Wieden + Kennedy with a social-media mix that includes filters and avatars as well as billboards and posters throughout the United States and Canada. And in addition to its new Mentor and PeacePlayers International, it says it is ponying up another $5 million to charities promoting equality in the U.S.

While Nike’s decision to take what is being read as an anti-Trump stand may seem like a lose-lose deal, Matt Powell, sports industry analyst for NPD Group, says marketing execs need to step up fast if they want to stay relevant, particularly if they rely on younger consumers. 

“Brands and retailers can no longer sit on the sidelines on social issues,” he tells Marketing Daily. “Millennials and Gen Z want brands and retailers to be transparent about their values and mission. They want them to take a stand on important social issues. And if the brand’s values don't align with their own, they will take their business elsewhere.”

The launch comes just days after Under Armour found itself drawn into its own marketing maelstrom, with CEO Kevin Plank defending his interactions with the new administration on the one hand, while the brand’s leading athletes, including NBA great Stephan Curry and dancer Misty Copeland, took to social media to criticize him. 

The Nike ad broke on the Grammys, which in itself was an exceptionally political broadcast. Talent like A Tribe Called Quest, Anderson .Paak and Busta Rhymes called Trump “Agent Orange,” and urged fans to “Resist,” as a group of immigrants came up and danced on stage.

Early social-media reaction to Nike leaned heavily toward a love fest, with viewers calling out favorite lines like “Worth should outshine color” and “The ball should bounce the same for everyone.” 

Of course, it got some hate too. “Stay out of politics,” said one. “Lost my business.” Others just hate the idea of equality. “My son needs a certain color of shorts. Go to @Nike and see some equality bs on their front page. Went to @UnderArmour instead & bought them.”

And while it is certainly unfair to cast Under Armour as the brand for bigots—and the company has bent over backward to assure consumers and employees that it is all about diversity and inclusion—many consumers seem determined to see it that way.

“Misty Copeland, The Rock, and Steph Curry better be up at the Under Armour office n demanding an ad that's on par w Nike's latest #equality,” says one. “@Nike ad celebrates equality,” chimes in another. “Meanwhile @UnderArmour CEO supports racist POTUS. Go Nike!”