Nike's first "Just Do It" spot in 1988 addressed ageism when it featured 80-year-old Bay Area icon Walter Stack, who ran approximately 62,000 miles in his lifetime.
Source: Adweek
A year later, the company advocated for people with disabilities in a spot starring Paralympian Craig Blanchette.
Source: Adweek
In 1993, an ad starring Charles Barkley sparked a conversation about whether celebrities and professional athletes should be held to higher standards. "I'm not paid to be a role model. I'm paid to wreak havoc on the basketball court," Barkley says in the ad.
Source: Adweek
Nike made a statement when a 1995 "Just Do It" ad featured openly gay, HIV-positive runner Ric Munoz. AIDS activists applauded Nike for the campaign.
Source: Adweek
In 1995, Nike tackled gender issues with its "If You Let Me Play" ad, which addressed the benefits of organized sports for girls. The ad featured young girls quoting statistics about the benefits of how sports can improve their lives.
Source: Adweek
In 2007, Nike featured Matt Scott of the National Wheelchair Basketball Association in a "Just Do It" ad.
Nike touched on gender issues again in 2012 with its "Voices" ad, which celebrated the 40th anniversary of Title IX.
Source: Adweek
Nike's 2017 "Equality" campaign featured black athletes like LeBron James, Serena Williams, Gabby Douglas, and Kevin Durant, along with actor Michael B. Jordan talking of the parallels between equality in sports and equality in the broader world.
Source: CBC News
Nike also released the "What Will They Say About You?" ad in 2017, which featured five Middle Eastern women pushing social norms to succeed in sports like boxing and skateboarding.
Source: CBC News
Earlier this year, Nike celebrated 30 years of the "Just Do It" tagline with an ad campaign following Serena Williams' path to the US Open.
Source: Ad Age
The Colin Kaepernick ad is the most recent Nike ad to tackle a social issue. The ad comes after Kaepernick brought a lawsuit accusing NFL owners of colluding to keep him out of the league after his protests against racial inequality and police brutality.
Read more about Nike's Colin Kaepernick ad:
- Trump says Nike is 'getting absolutely killed' over its Colin Kaepernick ad, but the boycott movement may already be dying
- Nike has released its commercial starring Colin Kaepernick — as well as Serena Williams and LeBron James — after being trashed by Trump
- Nike's Colin Kaepernick ad doesn't show him doing what made him controversial, and it's a brilliant strategic move
- People are threatening to boycott Nike and buy Adidas and New Balance in response to a new ad starring Colin Kaepernick
- Nike ignited a firestorm of fury with its new Colin Kaepernick ad, but it's still a brilliant strategy
- People are destroying their Nike shoes and socks to protest Nike's Colin Kaepernick ad campaign
- Trump says Nike ad featuring Colin Kaepernick sends 'a terrible message'
- Trump says Nike pays 'a lot of rent' in an interview about the new Colin Kaepernick ad
- Nike's polarizing new Colin Kaepernick ad shows it can succeed where Starbucks and Target failed
- The NFL released a statement backing players protesting social issues, including Colin Kaepernick
- 'Few companies can afford to anger that many consumers and survive': Branding experts say Nike may have gotten exactly what it wanted with its controversial new Colin Kaepernick ad