Colin Kaepernick will continue to be barred from suiting up to play for an NFL team, but when the season opens his face and voice will still dominate headlines thanks to a controversial advertisement that will play for all the fans tuning in.

Kapernick, who turned kneeling into political protest of police brutality and oppression, will be featured on Thursday in a Nike commercial urging viewers to meet their true potential no matter what others say.

In a clear nod to Kapernick’s sacrifice to take a knee, the advertising campaign has been premised on a simple line: Believe in Something. Even if it means sacrificing everything.

The advert that will play during the season opener between the Philadelphia Eagles and the Atlanta Falcons runs two minutes long, and shows athletes sing for greatness in several different sports and with various degrees of handicap.

“If people say your dreams are crazy, if they laugh at what you think you can do — good. Stay that way. Because what non-believers fail to understand is that calling a dream crazy is not an insult,” the advertisement begins. “It’s a compliment.”

Throughout the advertisement — which does not mention the kneeling controversy, or the political cyclone that developed around the issue after President Donald Trump weighed in against the predominantly black athlete-led movement — Kaepernick can be heard give encouragement to strive for greatness. Do better than the best, he says.

American sportspeople kneel in protest Show all 14 1 /14 American sportspeople kneel in protest American sportspeople kneel in protest Terrance Smith #48, Eric Fisher #72, Demetrius Harris #84, and Cameron Erving #75 of the Kansas City Chiefs is seen taking a knee before the game against the Los Angeles Chargers at the StubHub Center on 24 September, 2017 in Carson, California Sean M. Haffey/Getty American sportspeople kneel in protest Members of the Dallas Cowboys link arms and kneel during the National Anthem before the start of the NFL game against the Arizona Cardinals at the University of Phoenix Stadium on 25 September, 2017 in Glendale, Arizona Christian Petersen/Getty American sportspeople kneel in protest Bruce Maxwell of the Oakland Athletics kneels as teammate Mark Canha #20 places his hand on Maxwell's shoulder during the singing of the National Anthem before their MLB American League baseball game against the Seattle Mariners at Oakland-Alameda County Coliseum in Oakland, California on 25 September 2017 Reuters/Stephen Lam American sportspeople kneel in protest Members of the Oakland Unified School District Honor Band kneel as they perform the national anthem before a MLB American League baseball game between the Oakland Athletics and the Seattle Mariners at Oakland-Alameda County Coliseum in Oakland, California on 25 September, 2017 Reuters/Stephen Lam American sportspeople kneel in protest Samaje Perine #32 and Chris Carter #55 of the Washington Redskins hold hands as they stand and kneel in unison during the national anthem before playing against the Oakland Raiders at FedExField on 24 September, 2017 in Landover, Maryland Patrick Smith/Getty American sportspeople kneel in protest Meghan Linsey, a former contestant on "The Voice," kneels after singing the national anthem before the start of the Tennessee Titans and Seattle Seahawks football game at Nissan Stadium in Nashville, Tennessee on 24 September, 2017 Ryan Hermens/The Paducah Sun via AP American sportspeople kneel in protest The Los Angeles Chargers are seen during national anthem before the game against the Kansas City Chiefs at the StubHub Center on 24 September, 2017 in Carson, California Jeff Gross/Getty American sportspeople kneel in protest Nick Kyrgios of Team World joined NFL stars from Wembley by dropping his knee before his Laver Cup match with Roger Federer today during his mens singles match against Roger Federer of Team Europe on the final day of the Laver cup on 24 September, 2017 in Prague, Czech Republic Julian Finney/Getty American sportspeople kneel in protest Laremy Tunsil #67, Maurice Smith #27 and Julius Thomas #89 kneel with Jarvis Landry #14 of the Miami Dolphins during the National Anthem prior to an NFL game against the New York Jets at MetLife Stadium on 24 September, 2017 in East Rutherford, New Jersey Steven Ryan/Getty American sportspeople kneel in protest Tampa Bay Buccaneers Wide Receivers Mike Evans #13, and DeSean Jackson #11, take a knee during the national anthem before the game against the Minnesota Vikings on 24 September, 2017 at U.S. Bank Stadium in Minneapolis, Minnesota Hannah Foslien/Getty American sportspeople kneel in protest Denver Broncos players kneel during the American National Anthem before an NFL game against the Buffalo Bills on 24 September, 2017 at New Era Field in Orchard Park, New York Brett Carlsen/Getty American sportspeople kneel in protest Buffalo Bills players kneel during the American National anthem before an NFL game against the Denver Broncos on 24 September, 2017 at New Era Field in Orchard Park, New York Brett Carlsen/Getty American sportspeople kneel in protest Colin Kaepernick #7 and Eric Reid #35 of the San Francisco 49ers kneel in protest during the national anthem prior to playing the Los Angeles Rams in their NFL game at Levi's Stadium on September 12, 2016 in Santa Clara, California. The kneel began as a protest against police killing people of colour Thearon W. Henderson/Getty American sportspeople kneel in protest Megan Rapinoe #15 kneels during the National Anthem prior to the match between the United States and the Netherlands at Georgia Dome on 18 September, 2016 in Atlanta, Georgia Kevin C. Cox/Getty

The advert is a part of a controversial move for Nike, which decided to implicitly weigh into the kneeling issue by endorsing Kaepernick.

The world’s largest shoe and apparel brand went public with that endorsement with an ad that was published across social media channels on Monday. The very publication of the advert stirred controversy, with supporters praising the brand’s decision while opponents posted videos of them burning or destroying their Nike apparel.

In the advert, Kaepernick is featured alongside NBA star LeBron James, tennis champion Serena Williams, skateboarder Lacey Baker, New York Giants wide receiver Odell Beckham Jr, and marathoner Eliud Kipchoge.

“Don’t become the best basketball player on the planet, be bigger than basketball,” Kaepernick says in a voice over of footage of James, who is known for activism in his community, speaking on a stage.

The advert also features inspirational athletes who have managed to achieve greatness in spite of physical difficulties. Those include NFL linebacker Shaquem Griffin — who is missing a hand — as well as legless wrestler Isaiah Bird, and wheelchair basketball player Megan Blunk.

The advert will also play during tennis, college football and Major League Baseball games or matches this week.