People Are Burning Their Own Nike Gear To Protest Nike’s New Kaepernick Ad

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.”

Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO

— 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.

Our Soundman just cut the Nike swoosh off his socks. Former marine. Get ready @Nike multiply that by the millions. pic.twitter.com/h8kj6RXe7j

— 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

When you find out #nike is supporting #ColinKaepernick #BoycottNike 🔥🔥🔥 pic.twitter.com/EQRGcPoaFr

— Kolten Conrad (@conrad_kolten) September 4, 2018

.@Nike Due to your support of C.K. in your coming adds, I as an American can no longer support your company. #boycottNike #IStandForOurFlag pic.twitter.com/5JxSMD8SSO

— 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

Others noted:

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.