Free-agent NFL quarterback Colin Kaepernick posted a new Nike commercial, which is a part of the company's new “Just Do It” ad campaign, to his Twitter account on Wednesday.
“Believe in something. Even if it means sacrificing everything. #JustDoIt,” the caption to the video reads. The caption is the same as the first promotional images that surfaced on Sunday.
— Colin Kaepernick (@Kaepernick7) September 5, 2018
The ad, which features other athletes, has Kaepernick in front of a building with an American flag projected onto it and repeats the “believe in something” line.
“Don't ask if your dreams are crazy,” he continues. “Ask if they're crazy enough.”
Nike told ESPN the ad campaign is specifically aimed at its younger target audience.
“We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward,” Gino Fisanotti, Nike's vice president of brand for North America, said. “We wanted to energize its meaning and introduce 'Just Do It' to a new generation of athletes.”
In response to Nike having Kaepernick become the face of the new ads, some people have resorted to burning or throwing away their Nike products.
The National Association of Police Organizations (NAPO) has also called for a boycott because of Kaepernick having worn socks depicting police officers as pigs when he was still with the San Francisco 49ers.
“Mr. Kaepernick is known, not as a successful athlete, but as a shallow dilettante seeking to gain notoriety by disrespecting the flag for which so many Americans have fought and died,” Michael McHale, the president of the NAPO, wrote to Nike CEO Mark Parker.
“Adding to the insult is the image of Mr. Kaepernick from the campaign featuring the quote 'Believe in something. Even if it means sacrificing everything,'” McHale continued. “The fact that Mr. Kaepernick is no longer a starting NFL player does not equate to him being someone who has 'sacrificed everything.'”