Nike has chosen former NFL quarterback Colin Kaepernick to be the face of their “Just Do It” campaign for the slogan’s 30th anniversary.

ESPN reporter Darren Rovell flagged the news after Kaepernick sent out this picture across social media, along with the phrase “Believe in something, even if it means sacrificing everything.”

Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO — Colin Kaepernick (@Kaepernick7) September 3, 2018

As Rovell point out, the ex-San Francisco 49er has been on Nike’s endorsement roster ever since he signed on with them in 2011. The company didn’t use Kaepernick as much in the last two years, however, even as he started a trend in professional sports by kneeling during the national anthem to protest racial injustice.

“We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward,” said Gino Fisanotti, Nike’s vice president of brand for North America. “We wanted to energize its meaning and introduce ‘Just Do It’ to a new generation of athletes.”

The anthem-kneeling movement remains a source of controversy across the country, and multiple NFL teams are facing dilemmas about whether to keep players on the field or in the locker room while the anthem plays. As for Kaepernick, he’s still fighting a legal battle with the NFL for supposedly freezing him out of the pro-leagues.

[Image via Twitter]

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