Colin Kaepernick. The new face of Nike's #Justdoit

The backlash started just hours after Colin Kaepernick, the former San Francisco 49ers quarterback who sparked controversy for kneeling during the national anthem, tweeted that he’s starring in Nike Inc.’s iconic “Just Do It” ad campaign.

Following the announcement, the hashtags #BoycottNike and #JustBurnIt started trending on Twitter. Some angry consumers even posted photos and videos of themselves burning their Nike shoes and other gear to protest the company using the divisive figure in its 30th anniversary ad campaign.

The fallout was no surprise but Nike may be betting that the upside of a Kaepernick endorsement is worth angering conservative Americans and supporters of President Donald Trump. Kaepernick – who sparked a movement among professional athletes when he began taking a knee in 2016 during the anthem to protest police brutality against African Americans – is embroiled in a lawsuit against the National Football League and accuses it of blacklisting him.

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Still, with the former 49er one of the most popular football players in the U.S. the shoe giant is likely counting on passions to cool.

“The long-term relationship and a contract that benefits both parties over the next 10 years will likely outweigh any current controversy,” said Bloomberg Intelligence analyst Chen Grazutis.

Kaepernick tweeted an image from the campaign with the caption, “Believe in something. Even if it means sacrificing everything.”

Nike is in a fierce battle with rival Adidas AG to sign star athletes. The combined marketing spending of the two companies may hit as much as $10 billion by fiscal 2020.

Nike has also shown its willingness to wade into America’s culture wars. Just a few weeks after Trump’s inauguration last year, the company launched a high-profile “Equality” campaign featuring LeBron James and Serena Williams. The campaign’s ambassadors included Ibtihaj Muhammad, a Muslim American fencer who wears a hijab when competing, and transgender triathlete Chris Mosier.

Despite criticism from Trump and calls by both conservatives and liberals to boycott the league, the NFL is still pulling in billions of dollars. The world’s richest sports league, the NFL distributed a record $8.1 billion to its teams last season and posted an estimated overall revenue of $14 billion.

There is a risk of Nike upsetting its relationship with the NFL, which last week lost an attempt to dismiss Kaepernick’s lawsuit alleging collusion by the league to prevent him from signing with a team

Kaepernick’s attorney, Mark Geragos, made the announcement on Twitter, calling the former San Francisco 49ers quarterback an “All American Icon” and crediting attorney Ben Meiselas for getting the deal done. Kaepernick also posted a Nike ad featuring his face and wrote: “Believe in something, even if it means sacrificing everything. (Hashtag) JustDoIt”

Kaepernick already had a deal with Nike that was set to expire, but it was renegotiated into a multi-year deal to make him one of the faces of Nike’s 30th anniversary “Just Do It” campaign, according to a person familiar with the contract. The person spoke to The Associated Press on condition of anonymity because Nike hasn’t officially announced the contract.

The source says Nike will feature Kaepernick on several platforms, including billboards, television commercials and online ads. Nike also will create an apparel line for Kaepernick and contribute to his Know Your Rights charity. The deal puts Kaepernick in the top bracket of NFL players with Nike.

The NFL and Nike extended their partnership in March to run through 2028. Nike provides all NFL teams with game-day uniforms and sideline apparel that bears the swoosh logo.

Last week, Kaepernick scored a legal victory in his grievance against the NFL and its 32 teams when an arbitrator denied the league’s request to throw out the quarterback’s claims that owners conspired to keep him out of the league because of his protests of social injustice.

Kaepernick contends the owners violated their collective bargaining agreement with players by conspiring to keep him off teams. His case hinges on whether owners worked together rather than decided individually to not sign Kaepernick.

A similar grievance is still pending by former 49ers teammate Eric Reid, a Pro Bowl safety who joined in the protests.

On Friday night, Kaepernick and Reid, also now out of the league, were each given huge ovations when they were introduced and shown on the big screen during a match between Serena and Venus Williams at the U.S. Open.

Kaepernick began a wave of protests by NFL players two seasons ago, kneeling during the national anthem to protest police brutality and racial inequality. The protests have grown into one of the most polarizing issues in sports, with President Donald Trump loudly urging the league to suspend or fire players who demonstrate during the anthem.

Meanwhile, the league and players union still haven’t resolved whether players will be punished this season if they choose to kneel or demonstrate during the national anthem. Owners approved a policy requiring players to stand if they are on the sideline during “The Star-Spangled Banner,” allowing them to stay off the field if they wish.

But the league and union put that on hold after the Miami Dolphins faced backlash for classifying the protests as conduct potentially detrimental to the team — putting players at risk of fines or suspensions.

Just seen hio backlash ya watu wa MAGA.
If you’re a sneaker head don’t go have a look. That’s what nightmares are made of. Zile viatu zinachomwa pale … Msee amepanga line ya edition zote za LeBrons akaziburn :confused:
As if Nike is getting hurt!

Nike must be owned by a Democrat, they’re taking the contempt to Drumpf’s doorstep.

On those burning their Nike apparel I say they’re burning what they’ve already bought not like in KE where protesters would target Nike factories and torch or vandalize them.