This week, Nike launched an ad campaign designed to garner maximum attention: it used unemployed former NFL quarterback Colin Kaepernick as the face of its 30th anniversary #JustDoIt campaign. What, exactly, has Kaepernick done athletically to earn the honor? Nothing. He’s been off the playing field since 2016. No, Kaepernick has stayed in the headlines because the protest campaign he launched by kneeling for the national anthem became a viral political issue, generating clicks and headlines and presidential debate topics.

The Nike campaign launched with a close-up, black-and-white photo of Kaepernick, accompanied by the slogan: “Believe In Something. Even if it means sacrificing everything.”