For the 30th Anniversary of Just Do It, Nike wanted to inspire a new generation of young athletes to realize their potential through sport – encouraging people to push their limits, and overcome whatever it is in their path. 

Few athletes represented this ethos more acutely than Colin Kaepernick, the NFL Quarterback who famously refused to stand for the National Anthem to raise awareness of social injustice – no matter what it meant for his career.

During a time when individuals in America can feel powerless, we wanted to show that no matter who you are, there is no limit to your potential, and that by having dreams some would call ‘crazy,’ you can achieve extraordinary things.

The reveal of Colin Kaepernick as the face of the campaign sparked worldwide attention and debate, with Kaepernick being mentioned over 4M from September 3-7, compared to 4.1 million times for the 8 months prior. Though it divided opinion, with some going as far as to burn their Nike shoes, the response to the work was overwhelmingly positive. The sentiment of Dream Crazy not only increased Nike sales by 31%, but brought attention to social injustice and started conversations to help drive progress for society. President Trump Tweeted his disdain for the campaign—twice.

Partners: Dylan Lee & Alex Romans