Richly shot, this commercial follows real-life, openly gay athlete Ric Muñoz of Los Angeles as he runs through a park.
Text tells us "80 miles every week. 10 marathons every year. HIV positive."
It ends with the familiar "Just do it" tagline and the well-known swoosh logo.
The advertisement is the first and only commercial by a marketer so far to actually use HIV/AIDS as a theme. Nike could have easily been criticized for insensitively using the disease to sell sneakers. Instead, it was widely acclaimed. But no other marketer has dared try this territory again.