Nike recently partnered up with a controversial NFL player, Colin Kaepernick, who rose to fame when he started kneeling down during the US national anthem before games in 2016.

It was his way of protesting the unequal treatment of black people in the USA by the police. Soon, other players and team staffs started to do the same along side Colin Kaepernick.

This act is seen as disrespectful to their country’s flag and to the soldiers who have fought for it.

It quickly sparked an outrage among Americans all over and even the President of the United States of America made a comment on it. He even went on to say, “Get that son of a b*tch off the field, now!”, during a rally in Alabama last year.

Following all this backlash, Colin Kaepernick quit playing football and has remained a free agent.

Earlier this week when Nike unveiled the former NFL player as the face of their 30th anniversary campaign, and people began to protest Nike’s decision. 

#justburnit started trending as people were burning their hundreds of dollars worth of Nike products and posting it online.

While this much buzz generated $43 million dollars worth of ad exposure, their stocks on the other hand, took a pretty hard hit. A colossal $3.75 billion dollars loss for the world’s largest supplier of athletic shoes and apparel.

Nike founder and former CEO, Ian Schafer, said the company is okay with some people not buying their products. Telling one news outlet that these people are not their primary audience and Nike would be fine loosing them as customers.

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