A new Nike ad features Colin Kaepernick, a former quarterback for the San Francisco 49ers. He performs a critical role as the centerpiece of the ad. His participation in the ad has sparked backlash for the company, as he is a seen as a political figure for his actions in the NFL. In addition, there have also been demonstrations and destruction of Nike gear in protest of the ad.

Nike’s new advertisement consists of a speech about overcoming strife, and becoming the best possible person one can be. Near the end, Kaepernick is shown while the words “Believe in something. Even if it means sacrificing everything” are spoken.

“That ad was really cool, I enjoyed the inspirational message about improvement,” said Cole Shaffer, 12.

The controversy around Kaepernick originates back to 2016, when he and other players kneeled for the national anthem to protest injustices against African American in the United States. Then in 2017, he was not rehired by the NFL and is now unemployed.

“I think that the protest in should be allowed, but It would be better if Nike did not associate with Kaepernick because the business should stay non political,” said Cameron McGinnis, 12.

His appearance in the ad ties Nike to Kaepernick’s political affiliations, thus putting a spotlight on the company. Nike as a business benefits from the situation. Overall, the ad show that Nike is trying to reach a younger target audience between 18-25, who are more socially liberal than the older generations. Furthermore, the company has gained free advertisement from the controversy, found by Apex Marketing Group, a consulting service cooperation, to be valued at $163 million.