Controversial US footballer Colin Kaepernick is one of the faces of Nike's latest "Just Do It" advertising campaign. The share price of the sporting goods manufacturer got on Tuesday not good: he slipped by almost three percent. Users used the Twitter hashtag #NikeBoycott to spread photos of how they rip and burn the shoes and clothing of the US company. Others praised Nike for their commitment.

Kaepernick polarized in the US like no other sports star: In the season 2016/17, the former quarterback of the San Francisco 49ers had caused a stir with a provocative gesture. Before playing NFL games, he dropped to his knees playing the national anthem in protest of police brutality and racism in the United States. Since January 2017, he played no game more, he can not find a new club.

With his protest Kaepernick triggered a movement, several players took over the gesture. The league has not come to rest since. Even US President Donald Trump attacked the mostly African American football stars who boycotted the anthem in protest of racism and refused to stand up during the anthem before the match.

Trump's reaction to the Nike campaign

Commenting on the recent Nike campaign, Trump said in an interview with the conservative website "The Daily Caller" that he considers it a "terrible message" to the company, which in his opinion should not be disseminated. "There is no reason for it." He rejects Kaepernick's support from Nike. On the other hand, it is what makes America "that you have the freedom to do certain things that other people think you should not do".

In addition to Kaepernick, Odell Beckham Jr. (American football), Serena Williams (tennis) and LeBron James (basketball) are part of the "Just Do It" campaign celebrating the 30th anniversary of his slogan. Kaepernick is sponsored by Nike since 2011. "We believe Colin is one of the most inspiring athletes of his generation, using the platform sports to improve the world," said Gino Fisanotti, North American brand vice president for Nike, ESPN.

Kaepernick spread the ad on his Twitter account. On it his face can be seen in close-up, to the lettering: "Belief in something, even if that meant sacrificing everything else".

Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO

- Colin Kaepernick (@ Kaepernick7) September 3, 2018

Analysts said that Nike shows Kaepernick's choice as a "noble attitude" - but acts "commercially imprudent". The company now faces the loss of customers - "at a time when the sporting goods market is not as strong as it was years ago and when competition is growing".