Nike’s 2018 “Just Do It” slogan features Colin Kaepernick with a quote that says “Believe in something, even if it means sacrificing everything.” The ad first aired during Thursday night’s NFL season opener between the Atlanta Falcons and Philadelphia Eagles.  The ad will also play during the U.S. Open tennis tournament, as well as during Major League Baseball and college football games. It also will run online across various music, gaming and entertainment platforms, Nike said.  “Just like the NFL, whose ratings have gone WAY DOWN, Nike is getting absolutely killed with anger and boycotts,” Trump said on Twitter.

This began in a 2016 N.F.L. football game when Colin Kaepernick knelt  for the national anthem.  He stated, “I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color. To me, this is bigger than football and it would be selfish on my part to look the other way. There are bodies in the street and people getting paid leave and getting away with murder.”

Protesters are infuriated with this quote. Everyone has different views on the Nike ad but a lot of people have taken it as far as burning Nike products. As of September 4th Nike has lost nearly 3.75 billion dollars in their market cap.

Nike has responded very humorously by even releasing a Nike shoe called ‘burned’ and it’s literally a shoe that looks like it’s been burned. Nike has also put a giant billboard of their advertisement in New York Times Square to get the ad even more out on one of the most well known tourist locations in America.