Since the release of a new Nike ad campaign featuring Colin Kaepernick Monday, many customers of the shoe giant have been destroying their apparel in a fiery protest of the partnership.
Kaepernick is the new face of the company as Nike marks the 30th anniversary of its "Just Do It" campaign.
The new ad features the former San Francisco 49ers quarterback with the words, “Believe in something. Even if it means sacrificing everything," a reference to his stalled NFL career that came after the protest of taking a knee as the national anthem played prior to NFL games.
After the ad was tweeted by Nike Monday, many fired back, eviscerating the company for featuring Kaepernick.
One man was seen in a widely shared social media video lighting a pair of Nike sneakers on fire.
Another Twitter user also posted a video of himself burning Nike footwear on his lawn.
“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?” he wrote.
In addition, the sound technician for country music duo Big and Rich, cut the iconic Nike swoosh off of his socks in protest.
Another man set fire to his Nikes while actually wearing them.
Neither Nike nor Kaepernick have commented on the reactions to the ad.