Colin Kaepernick In Nike 'Just Do It' Ad: What People Are Saying

People are destroying their Nike gear after the apparel maker announced former San Francisco 49ers quarterback Colin Kaepernick, who touched off a national controversy by kneeling during the National Anthem to bring awareness to racial injustice, would be one of the faces of its “Just Do It” 30th anniversary campaign.

“Believe in something,” Nike advertising materials featuring Kaepernick — now a free agent who hasn’t played an NFL game since 2016 — read. “Even if it means sacrificing everything.”

Kaepernick had previously remained seated during the playing of the National Anthem, but first took a knee in the 49ers final 2016 preseason game on Sept. 1. He was benched later that season, but two years later, the anthem protests continue. The NFL season opens Thursday, and the NFL and NFL Players Association remain deadlock on what constitutes proper behavior during the anthem.

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The move is a risky one for Nike, whose stock dropped in early trading Monday. Kaepernick's and subsequently other NFL players' protests of police brutality against African-Americans and other injustices have been reframed by some, including President Trump, as disrespectful to veterans and the flag. Some have suggested Nike should instead have featured former NFL player and Army Ranger Pat Tillman, who died in Afghanistan in 2004.

Some Nike customers began sacrificing their products and posting photos on Twitter.

Others, though, said Nike nailed it.

Others said those protesting Nike's decision by shredding their Nike apparel should instead donate it to charity.

The "Just Do It" campaign also features four-time NBA MVP LeBron James, U.S. tennis star Serena Williams, New York Giants wide receiver Odell Beckham and Shaquem Griffin, a rookie linebacker for the Seattle Seahawks whose left hand was amputated when he was a child.

Nike said Williams is the focal point of a Nike campaign, which coincides with her U.S. Open appearance. The campaign celebrates her journey as a woman of color in a predominantly white sport and as a new mother.

Image: In this Sept. 25, 2016, file photo, San Francisco 49ers' Colin Kaepernick kneels during the national anthem before an NFL football game against the Seattle Seahawks, in Seattle. Kaepernick has a new deal with Nike, even though the NFL does not want him. Kaepernick’s attorney, Mark Geragos, made the announcement on Twitter, calling the former 49ers quarterback an “All American Icon” and crediting attorney Ben Meiselas for getting the deal done. (AP Photo/Ted S. Warren, File)