In 2018, Nike produced a commercial where Colin Kaepernick, most notable for his kneeling in football's 2016 protests of the National Anthem, delivered a monologue which challenged viewers to overcome and defy societal and physical limitations placed on them. As a progression of the rhetoric of the 90s, which called people to unite to fight societal inequities, this commercial modifies this message, placing the responsibility for change on the individual instead. The commercial works to combat any kind of limiting expectations, moving beyond categories of race. Nike encourages viewers to excel beyond categories and finishes with the quote, "it's only crazy until you do it. just do it."