They’re just doing it.
Nike customers are burning their sneakers and cutting their socks in protest of a new ad featuring Colin Kaepernick – the former NFL player who generated controversy for kneeling during the national anthem to protest police brutality and racism.
Shortly after the out-of-work quarterback tweeted a teaser for the ad celebrating the 30th anniversary of the brand’s “Just Do It” slogan on Monday evening, people began posting pictures of their defaced Nike apparel or declaring that they would be switching to other athletic brands.
“Our soundman just cut the Nike swoosh off his socks. Former marine. Get ready Nike multiply that by the millions,” tweeted country singer John Rich.
One video, posted by Sean Clancy, showed raging flames coming out of a pair of white Nike sneakers.
“First the NFL forces me to choose between my favorite sport and my country. I chose country,” he wrote. “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?”
People also posted puns of the tagline on Instagram, writing “Just don’t” or “Nike, Just Blew It!”
Others on social media pointed out the absurdity of destroying one’s own, likely expensive, belongings by posting spoof videos in which they pretended to demolish their branded gear in ridiculous ways.
“I just did mine! My apartment is on fire but it’s WORTH IT!” tweeted Jordan Uhl, along with a clip of a fake explosion blasting a white box.
Shares of Nike fell 3 percent on Tuesday and over 30,000 people were tweeting using the hashtag #NikeBoycott, making it a trending topic.
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