Commemorating 50 Years of Nike, “Seen It All” Looks Boldly at Nike’s Next 50

What to Know

• Timed with Nike’s 50th anniversary, Nike introduces its latest global brand anthem, “Seen It All,” which celebrates the strength of Nike’s past and the promise of its future.
• The film is directed by filmmaker Spike Lee and features more than 40 legendary and contemporary Nike athletes.
• Throughout May, Nike will provide access to exclusive content from the Department of Nike Archives (DNA), which houses some of the most iconic artifacts of Nike’s first 50 years. Through a variety of digital storytelling and physical retail experiences, athletes everywhere will get an inside look at content curated with DNA.

Over the past 50 years, Nike has been a champion for athletes and sport and will remain true to that. Nike’s 50th anniversary isn’t about looking back — it’s about looking to the past for inspiration as the brand expands sport for a new generation.

Timed with its 50th anniversary, Nike presents its latest global brand anthem, “Seen It All,” celebrating the strength of Nike’s past and the promise of its future.

The film is directed by Spike Lee, who remixes his iconic role as Mars Blackmon. The film begins with Mars passionately commenting on the epic sports moments and iconic athletes of the past 50 years, then turning to a young, confident protagonist named Zimmie who conveys the raw optimism, pure energy and unlimited potential that can be found in the next 50 years of sport. The spot includes footage featuring more than 40 legendary athletes.

Featured Athletes

Andre Agassi, Giannis Antetokounmpo, Charles Barkley, Sue Bird, Sky Brown, Kobe Bryant, Joe Burrow, Luka Dončić, Kevin Durant, George Gervin, Kirk Gibson, Ken Griffey Jr., Mia Hamm, Sabrina Ionescu, Bo Jackson, LeBron James, Michael Jordan, Colin Kaepernick, Sam Kerr, Chloe Kim, Rayssa Leal, Blake Leeper, Kylian Mbappé, Ja Morant, Alex Morgan, Athing Mu, Rafael Nadal, Ronaldo Názario, Naomi Osaka, Steve Prefontaine, Megan Rapinoe, Ronaldinho, Cristiano Ronaldo, Joan Benoit Samuelson, Sheryl Swoopes, Diana Taurasi, Reilyn Turner, Serena Williams, Tiger Woods, Liu Xiang, Chen Ye