Nike has released the first ad in their #JustDoIt 30th anniversary campaign. The two minute video is narrated by Colin Kaepernick and features other high-profile athletes like LeBron James and Serena Williams.
Nike announced Tuesday that they had signed Kaepernick to be a large part of their latest campaign, sparking a firestorm of social media backlash, including pictures and videos of people cutting up or even burning their Nike gear.
The spot focuses mainly on obstacles other athletes have overcome, and encourages viewers to be the absolute best of what they want to do, and to not settle.
Nike’s ad is set to run before the NFL season opener Thursday night, as well as around multiple other games throughout the season.
In 2018, Nike and the NFL agreed to an eight-year extension to their jersey an apparel contract, making Nike the exclusive threads provider for the league through 2028.
Watch Nike’s new ad below.