People are setting their Nike merchandise on fire

Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO

— Colin Kaepernick (@Kaepernick7) September 3, 2018

In the past 24 hours, Nike stock has dropped three per cent and some people have taken to burning their Nike sneakers.

This is a result of Nike’s appointment of former NFL quarterback Colin Kaepernick as the company’s newest face. Kaepernick generated controversy when, starting in 2016, he knelt during the national anthem to protest racial injustice and police brutality. Yesterday the former quarterback appeared in a tweet naming him the face of Nike’s 30th anniversary “Just Do It” campaign. 

Since then, his critics have taken to burning their Nike merchandise, the hashtag #NikeBoycott is trending, and Nike stock has plummeted. 

First the @NFL forces me to choose between my favorite sport and my country. I chose country. Then @Nike forces me to choose between my favorite shoes and my country. Since when did the American Flag and the National Anthem become offensive? pic.twitter.com/4CVQdTHUH4

— Sean Clancy (@sclancy79) September 3, 2018

Many have tweeted that they will never buy Nike again. 

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John Rich, front man of country band Big and Rich, tweeted that, “Our sound man just cut the Nike swoosh off his socks. Former marine. Get ready Nike, multiply that by millions.”

He later tweeted, “Team Reebok.”

Our Soundman just cut the Nike swoosh off his socks. Former marine. Get ready @Nike multiply that by the millions. pic.twitter.com/h8kj6RXe7j

— John Rich (@johnrich) September 3, 2018

As many Nike wearers are burning their products, others are asking unwanted gear to be donated instead of destroyed. 

Instead of burning your #Nike’s maybe you should consider giving them to someone who needs them.

— Howi Spangler (@HowiSpangler) September 4, 2018

While some have boycotted the newest campaign, many others have showed their support for the company’s decision to champion Kaepernick. 

Nike has yet to speak out on the controversy. Kaepernick is joined by Serena Williams and Odell Beckham Jr. in the campaign.