In honor of its 50th anniversary, Nike is bringing back one of its most iconic ad campaigns even as it hints at its future. The sportswear giant on Sunday began running “Seen It All,” a minute-long video with Spike Lee reprising his role as Mars Blackmon, the “She’s Gotta Have It” character that appeared in Nike marketing in the late 80s.
The commercial showcases the past but also promotes what’s ahead, as Nike hopes for another half-century of sportswear dominance. The video casts Lee playing chess outside against a young woman. He recounts all the great sports moments he’s seen in the last few decades, such as the rise of Kobe Bryant, soccer greats Mia Hamm, Alex Morgan and Megan Rapinoe, and the records of runner Steve Prefontaine.
“There ain’t nothing I ain’t seen,” Lee says as Blackmon. His opponent retorts, "Okay old school, but with due respect, the past was great and all but the future’s on deck.” She talks up current athletes such as Naomi Osaka, Chloe Kim and Ja Morant. “You ain’t seen nothing yet,” she says before winning the chess match.
Lee directed the film. The original Blackmon campaign, “Spike and Mike,” starred Lee opposite Michael Jordan and was credited with helping to move the needle with Black representation in advertising.
Both works were created with Wieden+Kennedy, Nike’s longtime creative agency partner. Experts said the original campaign resonated with mainstream audiences but was also “unapologetically Black.” That work paved the way for Nike to pursue other historic campaigns such as its Colin Kaepernick “Dream Crazy” push four years ago. Kaepernick does not appear in the new spot.
Nike’s new anniversary campaign began running on Twitter on Sunday afternoon. “Our new film starring & directed by Spike Lee will leave you guessing. #nike50,” the tweet accompanying the video read.
Two days ago, Nike teased its anniversary release on Instagram. "It's our 50th Anniversary," the post read. "So, we're kicking off a week of storytelling legends of the past and the future who inspire us."
