According to ESPN, the Nike campaign is meant to commemorate the 30th anniversary of the brand's iconic "Just Do It" motto. "Even if it means you lose everything". Kaepernick is one of several faces of the campaign, but he is definitely the most polarizing.
Material for Nike's new campaign featuring Kaepernick, who no longer players professional football, began circulating on September 3.
Police have been critical of Kaepernick after he started kneeling for the national anthem to protest racism and police brutality in the U.S.
A Nike advertisement featuring Kaepernick hit social media on Monday and instantly began trending nationwide for its controversial messaging.
NFL players and the league are continuing to negotiate over the issue of protests.
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Reaction to Nike's bold choice was swift on social media.
While many of his fans supported his view and are joining John in boycotting Nike, by cutting the swoosh of their socks and burning their shoes, there are many that oppose the country stars stance. "Former marine. Get ready @Nike multiply that by the millions". The players who participate - almost all of them black - kneel or remain seated during "The Star Spangled Banner", their response to a spate of police killings of unarmed black men in recent years and other law enforcement abuses.
Safety Malcolm Jenkins plans to continue protesting during the anthem with a raised fist this season. He said the videos make him want to buy them even more. "Bet they anticipated it".
The NFL desperately wanted the case to be dropped, citing lack of evidence, but Kaepernick received a major win just a few days ago after the arbitrator ruled in favor of Kap.