Timeout commercials, explained: How Robert Kraft inspired NFL, NBA and more leagues to stand against hate

The top professional sports leagues in North America are joining forces to take a stance against hate.

Patriots owner Robert Kraft announced Thursday that North American sports leagues would band together for a first-of-its-kind campaign against hate. The "#TimeOut Against Hate" campaign was launched by Kraft's Foundation to Combat Antisemitism and uses the widely-known "timeout" gesture to demonstrate the fight against all hate.

Kraft, NFL commissioner Roger Goodell, NBA commissioner Adam Silver and NWSL commissioner Jessica Berman spoke at length about the campaign with TODAY's Craig Melvin. Here is what to know about the campaign.

MORE: Inside Robert Kraft's 'Stand Up to Jewish Hate' commercial

Timeout commercials, explained

The "#TimeOut Against Hate" campaign was inspired and launched by Kraft to eradicate intolerance in professional sports.

"In sports, we call a ‘timeout’ when things are heading in the wrong direction and right now, in our country, hate is winning, and we need to change the momentum,” Kraft said .

“Bringing together the commissioners of North America's major sports leagues for this campaign is a historic and crucial step in our fight against all hate. By uniting under a common cause, we amplify our message and demonstrate that the power of sports extends beyond stadiums, arenas and fields, and into our communities.

"This initiative is a call to action for everyone to join us in creating a world where hate is met with a unified stand for empathy, understanding, and respect.”

Campaign images shared by ESPN's Adam Schefter feature Basketball Hall of Famer Shaquille O'Neal, Chargers head coach Jim Harbaugh, Bucks head coach Doc Rivers and retired WNBA legend Candace Parker. Tennis legend Billie Jean King will also be featured in the campaign, which premieres during the Week 6 installment of "Thursday Night Football."

“Why do people call a timeout during a game? They call it because they have to regroup,” Kraft explained to TODAY. “They’re not winning. Something bad is going on that has to be corrected or fixed and that was our thinking here.

In what Gooddell is calling the biggest collaboration he's seen since becoming NFL commissioner in 2006, Kraft teamed up with the following commissioners:

• Rob Manfred, MLB
• Don Garber. MLS
• Adam Silver, NBA
• Cathy Engelbert, WNBA
• Roger Goodell, NFL
• Gary Bettman, NHL
• Jessica Berman, NWSL
• Steve Phelps, NASCAR

In addition to the figures featured in the campaign launch, ads for "#TimeOut Against Hate" will feature prominent athletes and figures from each of the above leagues.