Michael Jordan and Jordan Brand Launches UNITE: Action With Words

By Zac Cornell

Michael Jordan’s brand has launched a new platform called UNITE: Action With Words which further establishes the brands’ commitment to support the Black Community, equal opportunity and equal justice. With a powerful video featuring Michael Jordan, Jordan Brand athletes, and footage of celebrities and others supporting the Black Lives Matter movement, the site features the platform’s manifesto and encourages people to register to vote, offering a link to do so directly under their “Commitment” page.

The site also highlights the individual charities that Jordan Brand athletes and representatives such as Carmelo Anthony, Chris Paul and Russell Westbrook support to help the Black community.

In June, Michael Jordan and Jordan Brands announced their initial partners for an $100 million, ten year commitment to fight racism. The money will be directed to causes that promote social justice, economic justice, and education and awareness. Initial donations of $1 million were distributed to both the Legal Defense Fund and the Formerly Incarcerated Convicted People & Families Movement (FICPFM). In addition, a donation of $500,000 was made to Black Voters Matter. Jordan Brand parent company Nike Inc. announced a $40 million commitment over four years to “support the Black community in the U.S. on behalf of the Nike, Jordan and Converse brands.”

In the press announcement, Michael said, “I’m all in with Jordan Brand, the Jordan family and our partners, who share a commitment to address the historical inequality that continues to plague Black communities in the U.S.”.  He continued, “There is a long history of oppression against Black Americans that holds us back from full participation in American society. We understand that one of the main ways we can change systemic racism is at the polls. We know it will take time for us to create the change we want to see, but we are working quickly to take action for the Black community’s voice to be heard.”

The Jordan Brand will also produce a new content series on YouTube called Real Talk which will focus on how racism impacts the Black Community. Angela Rye, a social commentator and political analyst will host the show which will feature Jordan Brand athletes, social justice experts, influencers, community activists and more. The show is scheduled to launch in early October.

You can see the UNITE: Action With Words video and learn more about the mission here:


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