To commemorate Nike’s 30th anniversary of its iconic “Just do it” campaign, the sportswear goliath on Monday released a series of striking black-and-white ads featuring tennis champion Serena Williams, pro-skateboarder Lacey Baker, and NFL wide receiver Odell Beckham Jr. Its most controversial placard, though, was a close-up image of former 49ers quarterback Colin Kaepernick overlaid with the message: “Believe in something. Even if it means sacrificing everything.

The latest in-depth coverage covering the intersection of technology and culture. WIRED’s award-winning journalism will help you make sense of a world in constant transformation. Join us as we explore the ways technology is changing our lives.

Advertisement