It’s now been more than two weeks since Nike announced that the new face of their long-running “Just Do It” ad campaign would be former 49ers quarterback Colin Kaepernick, who became controversial for protesting police brutality and racism, and who is no longer in the league.

Images for the new ad campaign have already started to appear in print and online:

The first image of the ad campaign. Transcription: Believe in something. Even if it means sacrificing everything.

When I wrote about this last Monday, I was reacting to the initial announcement, which I saw in a tweet by ESPN reporter Darren Rovell. When I first saw the tweet, I wondered what exactly he meant by “Nike had been paying Colin Kaepernick all along.” The extremely cynical explanation – that the entire protest was just a Nike ad campaign – has fortunately turned out to be incorrect. “All along” simply means that they continued to honor their endorsement deal with Kaepernick after his playing career ended (and thanks to Mac for pointing this out to me).

And I’m sure you’ve seen some of the dank maymays that have flooded the Internet since the campaign’s announcement:

Yes, I’m sure you’ve seen these images. Which was Nike’s plan all along.

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