The campaign launched with a film that showed fans of every stripe—including celebrities Jay-Z, Spike Lee, and Billy Crystal, baseball players Mariano Rivera and Andy Pettitte and other sports figures including Michael Jordan, Phil Jackson, skateboarder Eric Koston and Jeanie Buss—paying their respects to #2. No matter what hat they wore, they tipped it to The Captain.
The film was just the start of the tribute and the conversation, which unfolded over social media, outdoor and Re2pect merchandise.
Viewers were invited to pay their respects to Jeter in his final year by tagging social media posts with #RE2PECT. Fans everywhere, from astronauts (literally) in space, to the vice president of the US and news anchors at major media outlets tipped their caps, and during the campaign run the Re2pect tee was the number one apparel item on Nike.com.
The campaign won the 2015 Integrated Grand Prix at Cannes.