"Believe in something, even if it means sacrificing everything", the campaign reads.
Nike saw its shares plunge more than 2 percent in early trading Tuesday, following news that the company was making former San Francisco 49ers quarterback Colin Kaepernick a face of its "Just Do It" ad campaign.
Kaepernick and the players that have carried on his protests have stressed that their aim is to draw attention to systematic racism and police brutality, especially cases in which law officers have fatally shot unarmed blacks during traffic stops and other interactions.
Despite the hashtag #NikeBoycott being centered around those who have either destroyed their Nike apparel or are threatening to take their business elsewhere, much of the conversation within the hashtag is coming from supporters of the brand's move to work with Kaepernick.
After seeing Nike's announcement that names Kaepernick the face of the "Just Do It" campaign, venture capitalist Arlan Hamilton bought a pair of Nike shoes.
Social media has been divided over the issue of a protest and boycott of the Kaepernick deal.
The person said Nike will feature Kaepernick on several platforms, including billboards, television commercials and online ads.
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"Colin is one of a number of athletes being featured as part of our 30th anniversary of Just Do It". In a move of solidarity, no team has signed Kaepernick. He was one of the leaders of player protests, signified by most by kneeling during the national anthem, drawing repeated criticism from President Trump.
Kaepernick and fellow player Eric Reid have filed grievances against the National Football League, alleging collusion after neither had been signed by a team following their protests.
Working with Kaepernick lets the company shift its own controversy to an area where it can seem like a principled victor to many.
"Obviously I'm not a Nike guy, but good on Nike", said the Toronto FC skipper, who is endorsed by Puma and is the grandson of a US marine.
Supporting disruptive athletes has always been a part of Nike's marketing, dating to the early 1970s and runner Steve Prefontaine, the company's first athlete endorser.
"Nike has a long-standing relationship with the NFL and works extensively with the league on all campaigns that use current NFL players".