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Nike Falls as Critics Fume on Social Media Over Kaepernick Deal

  • Controversial ex-NFL quarterback to appear in new ad campaign
  • Nike has shown willingness to wade into America’s culture wars
Bloomberg business news
Brian Nagel, Oppenheimer senior analyst, says Nike will benefit from signing Colin Kaepernick.Markets: The Open." (Source: Bloomberg)
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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 and shares started falling. 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.