Throughout Black History Month, the media and lifestyle brand Roots of Fight (ROF) ran a digital campaign called ‘Greatness Gives Back,’ which shines a light on the heroes who fought and are fighting for racial justice and equality and features a strong team of black sporting legends including athlete Jesse Owens, cyclist Marshall Major Taylor, boxers Joe Louis, Sugar Ray Robinson and Muhammed Ali, plus baseball star Jackie Robinson.
Led by a stylish black and white hero spot, the initiative sets out to celebrate the improbable achievements of today’s most legendary athletes, innovators, and cultural icons and tells their stories via film, imagery, conversations and the spoken word.
As well as the sports starring mentioned, the campaign recognises the strength, passion and activism exuded by 13 individuals also including Jack Johnson, Redd Foxx, Rosa Parks, Maya Angelou and Malcolm X.
This tribute is spearheaded by Roots Of Fight’s new creative partners Colman Domingo and Daniel J Watts who are working with the brand to further develop creative assets and bring narratives to life.
Comment:
Roots of Fight is a media and lifestyle brand that celebrates the improbable achievements of today’s most legendary athletes, innovators, and cultural icons.
Links:
Roots Of Fight
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