"Opportunity should be indiscriminate, worth should outshine color, the ball should bounce the same for everyone," reads the Nike message that ran in large multi-page ads in The Oregonian and several other major U.S. newspapers. Wieden+Kennedy, Nike's longtime ad agency, helped prepare the campaign. It's not entirely clear what prompted the new messaging, which is scheduled to include the airing of an original short film at Sunday night's Grammy Awards. Was it the November election of Donald Trump? The series of police shootings of young black men that spawned the Black Lives Matter movement and widespread protests? The Beaverton-area company preferred to let the ads speak for themselves. Nike is "encouraging people to take the respect and fairness they see on the field and translate it off the field," the company said in a written statement. Nike said it would donate $5 million this year to organizations that promote equality.