After Travis Kelce starred in a commercial for Pfizer, a photo of him kneeling during a 2017 NFL game has gone viral on social media.

In the moment captured six years ago, the Kansas City Chiefs tight end can be seen kneeling on one knee during a football game. One of his hands is on his chest while his teammates appear to be standing around him. He appears to be the only one kneeling in his team.

The viral moment took place during a game against the Los Angeles Chargers to protest against racial injustice. Social media users slammed his actions for being woke, especially after the athlete starred in a new ad for Pfizer.

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Over the weekend, the Chiefs star shared a video on Instagram in collaboration with Pfizer urging people to get another COVID-19 vaccine. In the commercial, Kelce was seen telling people to get the flu shot and COVID booster in one sitting. He repeatedly says “two things at once.”

“With my schedule, saving time is key. The CDC says you can get this season’s updated COVID-19 shot when you get your flu shot if you’re due for both,” he wrote in the caption. “That’s why I got two shots in one stop! Ask your doctor or pharmacist if it would be right for you. You can also visit CDC’s vaccines.gov to learn more and schedule an appointment.”

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The trend of players taking a knee was started by former NFL quarterback and civil rights activist Colin Kaepernick, starting in August 2016. At an NFL preseason game between the San Francisco 49ers and the Green Bay Packers, he decided to sit down during the national anthem.

He then said that ex-special forces soldier Nate Boyer had inspired him to start kneeling down instead of sitting. In an open letter to Kaepernick, Boyer explained that he was furious at the NFL star for sitting down during the anthem as he found it to be incredibly disrespectful, as a military man. He suggested that Kaepernick take a knee instead so as not to offend anyone.

It eventually became a symbol of the Black Lives Matter protests after the murder of George Floyd in 2020.