Nike Stock Drops as Furious Ex-Fans Burn Gear


Nike has picked sides in the divisive NFL protest debate and the value of its shares stumbled in early trading Tuesday as a result.

The athletic-wear giant named former San Francisco 49ers quarterback Colin Kaepernick as its latest advertising spokesperson.

Kaepernick, who started the ongoing pregame protests against racial inequality and police violence in 2016, shared the news in a tweet that sparked praise, criticism and countless social-media arguments.

As Business Insider reported, the news also resulted in trepidation among traders, though some of the initial losses had been recovered shortly after markets opened. When the opening bell rang, the corporation’s stock was trading 3.7 percent lower than at its previous close.

The theme of an anticipated campaign for the 30th anniversary of Nike’s iconic slogan is reflected in the image shared online by Kaepernick, who is also 30 years old.

Pro-Palestinian Agitators Attempting to Block Miami Road Find Out Things Are Different in Florida

“Believe in something, even if it means sacrificing everything. #JustDoIt,” he wrote.

Do you support Nike's new ad campaign?

The revelation was immediately met by clashing narratives.

In comments directly to Kaepernick’s tweet and separate posts, supporters posted images of themselves in Nike apparel while detractors called for boycotts and even posted videos of themselves destroying the company’s merchandise.

Some former customers said they would shift their loyalty to a competing brand.

A handful of particularly upset Twitter users posted video footage of themselves setting fire to their own Nike sneakers.

One protester shared his destructive video and directed a message to Nike reading, “how you going to endorse @Kaepernick7 a person that advertises socks with cops portrayed as pigs, a person that hasn’t played NFL for 2 years, well it’s good I never really spent money on your brand but to the money I did, here they are”

Reba McEntire's Singing of the National Anthem Drives Player to Tears in Patriotic Kickoff to Super Bowl LVIII

“Due to your support of C.K. in your coming adds, I as an American can no longer support your company,” read the caption of a similar video uploaded by another Twitter user.

That tweet included the hashtags “#boycottNike” and “#IStandForOurFlag.”

Though not to this extent, Nike has previously expressed general support for the right of Kaepernick and others to protest in the way they feel is appropriate.

“Nike supports athletes and their right to freedom of expression on issues that are of great importance to our society,” read a company statement issued last year.

Truth and Accuracy

Submit a Correction →

We are committed to truth and accuracy in all of our journalism. Read our editorial standards.

, , , ,
Chris Agee is an American journalist with more than 15 years of experience in a wide range of newsrooms.
Chris Agee is an American journalist with more than 15 years of experience in a variety of newsroom settings. After covering crime and other beats for newspapers and radio stations across the U.S., he served as managing editor at Western Journalism until 2017. He has also been a regular guest and guest host on several syndicated radio programs. He lives in Phoenix, Arizona, with his wife and son.
Texas Press Association, Best News Writing - 2012
Bachelor of Arts, Journalism - Averett University
Professional Memberships
Online News Association
Topics of Expertise
Politics, Entertainment