Nike on Monday revealed a new “Just Do It” ad campaign featuring Colin Kaepernick, with a tagline that read “Believe in something. Even if it means sacrificing everything.”
— Colin Kaepernick (@Kaepernick7) September 3, 2018
Dozens of outraged customers took to social media to post videos and photos of themselves destroying their Nike products to protest the shoe company’s decision to make the former San Francisco 49ers quarterback the face of its new ad campaign. Many included the hashtag #NikeBoycott.
A couple hours after Nike’s announcement, country musician John Rich responded by telling fans that his band’s sound man, a former Marine, had cut the Nike logo off of his socks.
— John Rich (@johnrich) September 3, 2018
“Get ready @Nike multiply that by the millions,” Rich tweeted.
First the @NFL forces me to choose between my favorite sport and my country. I chose country. Then @Nike forces me to choose between my favorite shoes and my country. Since when did the American Flag and the National Anthem become offensive? pic.twitter.com/4CVQdTHUH4
— Sean Clancy (@sclancy79) September 3, 2018
— Kolten Conrad (@conrad_kolten) September 4, 2018
— AlterAtYeshiva (@alteratyeshiva) September 4, 2018
Some Twitter users suggested that the protesters instead donate their Nike gear to “underprivileged kids” or homeless veterans:
Nike has your money already and now you are ruining clothes that underprivileged kids could be using. What a hero.
— Lance Becker (@LaBeck81) September 3, 2018
Nike is a huge business. They’ve calculated risk. They may even have reason to believe this will make the brand more popular which means the guy burning his white air monarchs is in the minority. Bitter pill to swallow, I’m sure. Good luck w the protest. Bet they anticipated it.
— Chris Long (@JOEL9ONE) September 4, 2018
Kaepernick became the first NFL player to sit and later take a knee during the national anthem during the 2016 NFL season as part of an effort to peacefully protest social injustice.