People are burning Nike because Colin Kaepernick fronts its new campaign

Nike shares drop amid backlash over new Kaepernick

Modal Trigger Getty Images for Nike

Former San Francisco 49ers quarterback Colin Kaepernick has been chosen as the face of a new Nike advertising campaign to mark the 30th anniversary of the company's iconic "Just Do It" slogan, it was confirmed Monday.

"We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward", Nike executive Gino Fisanotti told ESPN.

Those who have been offended by Kaepernick being signed to the ad deal have expressed their displeasure, although some have been met with hilarious consequences - with many pointing out that previous customers of Nike were simply destroying their own sneakers, cleats and socks.

Kaepernick became the first player to take a knee during the national anthem during the 2016 NFL season, which still remains a hot button issue throughout the league.

On Tuesday, President Donald Trump says Nike is sending a "terrible message" by making Kaepernick part of a new campaign.

While she did not mention Kaepernick, tennis great Serena Williams tweeted out her support for Nike, with whom she has also participated in the "Just Do It" campaign.

The 30-year-old quarterback has not played in the National Football League since he opted out of his deal with the 49ers at the end of the 2016 season, despite solid statistical performance on the field and an appearance in Super Bowl XLVII.

The NFL and Nike extended their partnership in March to run through 2028. Unruly whites were seen vandalizing property, damaging well-mown lawns and setting fire to running shoes that had chiefly been worn for purposes other than running. Kaepernick has been a Nike athlete since 2011.

Some critics tried to start a boycott of Nike, and the following day the company suffered a 3 percent drop in stock prices - however, even after the drop the company's shares are still the highest they've been in a year. An NFL request to dismiss the case was denied last month, meaning there is sufficient evidence for it to go to trial.

They are still angry over the NFL's refusal to suspend players who abstained from standing for the national anthem last season.

Apex Marketing Group found that Nike's announcement generated $19.01 million in positive media exposure, while $10.91 million was negative and $13.76 million was neutral.

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