How do you praise a legend in his final season, while also attempting to sell your product? Ask Nike. Aired during the 2014 All-Star game on Wednesday night, Nike’s ‘RE2PECT’ ad honoring retiring Yankee Derek Jeter had already achieved internet stardom several days prior with over 4 million views on YouTube and hundreds of shares on Facebook and Twitter.

Perhaps best stated by David Schwab, senior vice president of sports marketing group Octagon, “Derek is both a lifestyle and a lifestyle brand, the ad shows he’s bigger than a baseball player.” Nike perfectly highlights just how far beyond baseball Derek Jeter has made an impact, and whether you’re a Red Sox or a Yankees fan, you can’t help but feel some respect for the MLB’s poster boy.

Understanding the emotional side of sports advertising, the tribute is a great move by Nike for its Jordan brand, and will likely be used time and again throughout Jeter’s final season. So grab your baseball cap, no matter the team name, and check out the video below.

https://www.youtube.com/watch?v=X03_bNuihLU