People are destroying their Nike shoes and socks to protest its Colin Kaepernick ad campaign

  • Nike's new ad campaign stars Colin Kaepernick, the football player who refused to stand during the playing of the US national anthem.
  • People who believed Kaepernick had disrespected the US flag in his protests are now posting videos of themselves burning Nike products in response to the new ad campaign.
  • Others are saying that Nike, which raked in more than $30 billion in profits last year, would weather the protests.
  • Kaepernick said he didn't stand during the national anthem to protest racial inequality.

People in the US are destroying their Nike clothes to protest the company's new ad campaign starring football player Colin Kaepernick, who famously refused to stand during the playing of the US national anthem last year.

Kaepernick caused a stir when he sat on the bench while the anthem played before a NFL game in August 2016, in a move that he said was a protest over how the country treats black people and people of color. He has since kneeled in protest at several other games.

The new Nike campaign, which released on Monday night, hinted at Kaepernick's political stance with the words: "Believe in something. Even if it means sacrificing everything."

The practice of kneeling during the anthem proved divisive last year, however, with Trump characterizing it as disrespectful to the US flag and military. And on Monday, videos quickly emerged of people burning Nike shoes, cutting Nike's swoosh logo off socks, and in some cases vowing to never buy Nike products again.

Many posts included the hashtag #JustBurnIt, a play on Nike's "Just Do It" slogan.

38 PHOTOS
People react to Nike's Colin Kaepernick ad campaign
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People react to Nike's Colin Kaepernick ad campaign
.@Nike Due to your support of C.K. in your coming adds, I as an American can no longer support your company.… https://t.co/vKkFpsg87P
First the @NFL forces me to choose between my favorite sport and my country. I chose country. Then @Nike forces me… https://t.co/ZUqEd7ldUd
Our Soundman just cut the Nike swoosh off his socks. Former marine. Get ready @Nike multiply that by the millions. https://t.co/h8kj6RXe7j
The Twitter user ArtenenAeolus shared a video, since deleted, of a man burning some Nike products. (ArtenenAeolus/Twitter)
When you find out #nike is supporting #ColinKaepernick #BoycottNike 🔥🔥🔥 https://t.co/EQRGcPoaFr
When you find out #nike is supporting #ColinKaepernick #BoycottNike 🔥🔥🔥 https://t.co/EQRGcPoaFr
Nike ran the numbers. They’ll be ok. But please, burn your socks.
Not playing around. #BackTheBlue #BackTheArmedForces #NikeBoycott https://t.co/uoJcRVJZM5
I just gave $10 this weekend to a homeless veteran. Instead of burning your Nike gear like a goddamned idiot, donat… https://t.co/57AUzQbNL2
#NikeBoycott meet this #VeteransForKaepernick Retired Navy Chief. I served so that Kap can have his voice and spea… https://t.co/QspDdYckjZ
Waiting for Goodwill to open this week with all the new Nike gear... #ColinKaepernick #nikeboycott https://t.co/4nqSOrknrj
Hey #Nike . I don't wear politics or anything related to #ColinKaepernick I no longer buy 5 to 6 pairs per year of… https://t.co/IlATG1XUMI
.@Nike Due to your support of C.K. in your coming adds, I as an American can no longer support your company.… https://t.co/vKkFpsg87P
Let me guess we‘re boycotting Nike because by them supporting Colin Kaepernick they are somehow “disrespecting the… https://t.co/VJF0LOJXDG
Ripping my Nike Air Max to own the libs #BoycottNike https://t.co/FYzpNoZiHX
Can't believe Nike would do such a thing. @Nike @Kaepernick7 #fire #JustDoIt #BoycottNike https://t.co/otqcS49AMu
.@Nike how you going to endorse @Kaepernick7 a person that advertises socks with cops portrayed as pigs, a person t… https://t.co/V2AW0OoMvI
@BreitbartNews Burned my #Nike https://t.co/62rQsXomRH
@TheLastRefuge2 @R_Daneel_0livaw Takin out the trash @Nike #nikeboycott https://t.co/Iz532FatEQ
I just wrote “NIKE” on twenty dollar bills and burned them to own the libs.
wow can’t believe colin kaepernick just became the official spokesperson of brake lines
I'm finally cutting out the Nike logos out of my Nike pillow case! https://t.co/cP9Un6PVzH
Breaking: Nike responds to MAGA backlash https://t.co/8NQj0Y9Hkt
them: Gonna burn/throw away my Nike gear because they are unpatriotic Nike: https://t.co/k1kroZ02cG
“This is terrible marketing. Just awful. I’m gonna show everyone how terrible this is. That’ll show Nike.” https://t.co/XNN06YnPMF
Racists: I’m never buying Nike again Nike: https://t.co/YGD23VWVFA
nike brilliantly found a way to get the least stylish people to stop wearing its stuff
oh wow not sure how Nike's going to survive if they lose the 70 year old white man market
When you can’t find a cross https://t.co/efrqlN09fH
Me, looking to see if anybody burns some Jordans rather the Nike’s they got on the clearance rack https://t.co/5ZKHvpqJOP
Going one step further and no longer worshiping Nike as my goddess of victory. Will ONLY recognize Victoria, her Ro… https://t.co/m1SnsmHcws
Wow Nike. Not a good look https://t.co/MZrOXdukxV
I actually need a new pair of workout shoes. The choices are dizzying. The #NikeBoycott helps me narrow the decisi… https://t.co/rqKgx8hAfY
I Always thought the Air Jordan’s craze was silly. But I will be buying 10 pairs of Those "Air Kaepernick’s" when t… https://t.co/xQM13jsWej
Whether you agree with Nike doing the Kaepernick ad or not it’s bold and I like it. Wish more big companies took risk to make a statement.
✊🏾 https://t.co/P5xQr2lwLk
Legendary. https://t.co/mvS6ChlXhH
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Country musician John Rich also tweeted that his sound technician, who he says is a former marine, cut off Nike's signature swoosh from his socks in protest.

Other commentators have noted that Nike, which earned $34.5 billion in annual revenue last financial year, would "be OK" despite the current protests.

Actor Zach Braff tweeted: "Nike ran the numbers. They'll be ok." He added sarcastically: "But please, burn your socks."

Bloomberg analyst Chen Grazutis also said on Tuesday: "The long-term relationship and a contract that benefits both parties over the next 10 years will likely outweigh any current controversy."

Kaepernick's protests have garnered him support as well as criticism around the world.

Dozens of athletes in football and basketball, as well as cheerleaders and band members, have kneeled or sat in protest during the playing of the national anthem.

President Donald Trump has slammed athletes who followed Kaepernick's lead.

He suggested last September that NFL owners should stop those who kneel during the national anthem from playing games. He told a rally: "Wouldn't you want to see one of those NFL owners, when someone disrespects our flag, to say: "Get that son of a b---h off the field right now'?"

He also tweeted: "The issue of kneeling has nothing to do with race. It is about respect for our Country, Flag and National Anthem. NFL must respect this!"

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