Culture and trends

Campaign of the month: 'Seen It All' by Nike

Screenshot from Nike's Seen It All campaign
Written by
Izzy Hall
Published on
May 23, 2022
Last updated
June 3, 2024

What this article covers

Subscribe to our newsletter

Subscribe to receive the latest blog posts to your inbox every week.


By subscribing you agree to with our Privacy Policy.

Today we’re looking at Nike’s latest campaign which celebrates 50 years of the famous brand.

American multinational corporation Nike has just released its latest campaign, ‘Seen It All’, which celebrates the brand’s 50th anniversary. A key feature of this campaign is a short film, directed by and starring the legendary Spike Lee, who has a history of working with Nike. So what’s the film about, and how successful is it going to be? And, perhaps most importantly, how does it appeal to young people?

What’s the campaign about? 

The starring role in the short film is, of course, played by Spike Lee, who revisits his famous Mars Blackmon character. Mars enthusiastically recounts the famous faces and sporting events that he’s witnessed over the past 50 years, before turning to his young chess partner Zimmie (played by Indigo Hubbard-Salk) who challenges him, excitedly telling him about the future athletes and great sporting moments that we’re yet to witness. And the one thing the athletes all have in common? “YO, it’s gotta be the shoes!!!”. The discussion ends with Zimme telling Mars: “Look OG, no disrespect, I know you think you’ve seen everything, but you ain’t seen nothing yet. Checkmate!”

The film features over 40 legendary and up-and-coming athletes, including Kobe Bryan, Christiano Ronaldo, Serena Williams, Michael Jordan, Sky Brown and Colin Kaepernick. The overall message of ‘Seen It All’ is to celebrate ‘the strength of Nike’s past and the promise of its future.’ 

But the film isn’t all - throughout May, Nike is also providing consumers with exclusive content from the Department of Nike Archives (DNA), which includes some of the most memorable and iconic artefacts from Nike’s history. With digital and physical retail experiences, fans everywhere will get a sneak peek at this carefully curated content. 

Why do we love it?

There’s so much to love about this campaign we don’t really know where to start! The short film is fast-paced, fun, poignant and perfectly embodies the energy and excitement of Gen Z. The feature of well-known sporting stars (and, of course, Spike Lee) is also a great pull, leaving plenty of room for high social engagement. The additional DNA content also adds a feeling of exclusivity that every sporting and Nike fan will love, and almost acts as a reward for those who are loyal to the brand. 

Overall, we predict that ‘Seen It All’ will be a roaring success.

Want more like this? Subscribe to our newsletter for weekly updates on the latest youth trends direct to your email inbox.

3,500+ brands trust Pion

Ready to see how Pion can supercharge your sales targets?