One advertisement from 2018 that attracted much attention is the Nike ad featuring Colin Kaepernick. The Seattle-based athletic wear company released print ads with the famous football player's face, rather than shoes or any specific product, as part of a campaign coinciding with the thirtieth anniversary of its famous "Just do it" slogan.
Another notable feature is that the photograph is just the athlete's face, and he looks not like a photoshopped model but like a real, imperfect person. In addition, the photograph is in black-and-white, which makes it stand out from the usual full color and gives it a timeless or classic quality rather than seeming forcedly contemporary. Both aspects signal the company is trying something different.
Also notable was Nike's new slogan, which matched the athlete's reputation for adhering to his principles, thus implying that the company does likewise. The ad text reads: "Believe in something. Even if it means sacrificing everything.”
Reactions were mixed, with some people and stores boycotting or destroying Nike products, while others accused Nike of exploiting the unsigned player. Others praised the company's risk-taking strategy.