Nike, the World Cup, and the Desire for Endurance

I hate football (it’s for nancy boys), but I’m currently enjoying the world cup. Even I can’t help but be swept up in the advertising hysteria surrounding this four-yearly event. I particularly like Nike’s new advertisement:

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I think that often we like the idea of either being part of something that will last, that will leave a mark in history, or at least witnessing something that will endure through the ages. How many people would love to be able to say in years to come “I witnessed Rooney’s last minute decider in the 2010 World Cup Final!”?

We long for something that will break out of this temporally-constrained existence.

Jesus stands apart from all these other things that we seek. He is the beginning of all history (John 1:1-2), the purpose of all history (Colossians 1:16), and He will be the end and focus of all history (Revelation 22:13).

All these other things that we focus so much of our attention and time on will fade, but Jesus will remain always.