![]() ![]() With these colors in mind, the 2017 BETRUE collection includes a series of firsts. Pink and turquoise were removed from the flag in 1979, which stood for sexuality and art/magic. The various colors are meant to symbolize diversity in the LGBTQ community: life (red), healing (orange), sunlight (yellow), nature (green), harmony and peace (blue) and spirit (purple/violet). With an emphasis on equality and athletic prowess, Nike maintains the eight colors of the original 1978 Pride Flag. Nike is known for their ability to customize athletic wear from tees to shoes with their NIKEiD products initially, this allowed them to make select styles for the campaign in celebration of Pride Month. The “Be True” campaign started in 2012 as a way to connect with the LGBTQ community in a more personalized way. Equality should have no boundaries.” This message permeated the sports industry, thus allowing a natural progression to the introduction of the “Be True” campaign once again. In talking about the concrete court in the film, Jordan emphasizes, “Here, you’re defined by your actions, not your looks or beliefs. With the legendary Michael Jordan as the spokesman, Nike released a short film that sends a message about the idea of boundaries. ![]() Nike released a statement saying, “The EQUALITY tee is a symbol of Nike’s unwavering commitment to diversity and inclusion.” It aims to encourage people to take the fairness and equality found on a sport’s field and expose the rest of the world to it off the field. Prior to this release, Nike launched the “Equality” campaign for the first time ever in February. According to Nike’s website, the rainbow colors are meant to reflect both the diversity found within the world of sports, as well as Nike’s support or the LGBTQ community. The athletic wear that comes out of this collection is LGBTQ-inspired and centered around a rainbow gradient. The campaign, running for the sixth year in a row, takes a stand against discrimination and celebrates the potential of all athletes. These values stress respect and equality, which is what their “Be True” campaign is about. Nike is one of the biggest stakeholders in the world of athletics, but what makes them different from other companies is the specific values they built their company around. The annual “Be True” campaign that Nike released for Pride Month holds these values of equality and respect in athletics to be true. In any athletic moment, there is a chance to prove to others that anybody can be somebody. Athletics thrive on the potential of the unknown and the rise of the underdog. Every athlete is seen as equal in character and holds a certain level of responsibility to each other and to the game. Pregame speeches in the locker room are filled with notions of opportunity.
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