New Nike commercial features Canadian soccer star Alphonso Davies

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Nike has taken a bold step with its latest advertising campaign, recruiting controversial former NFL star who was one of the first to kneel during the U.S. national anthem before matches to protest movement against racial injustice in the country.

The president's son posted his own version of the ad on Instagram Wednesday with the comment, "There, fixed it for you".

The campaign has been condemned by some, including United States president Donald Trump, while sports stars such as LeBron James and Serena Williams have come out in support of Nike and Kaepernick.

The problem with most of the commentary I've heard and read is that it's delivered by middle-aged or older men, majority white, who aren't even close to Nike's target audience.

Monday, Nike released its 30th anniversary "Just Do It" campaign with Kaepernick as its star, sparking both admiration and ire on social media.

"I biked across America, and I did my Ironman and Nike was like, Charlie, we see you", he told TMZ. "By pursuing this approach, Nike is back in the public conversation - and, yes, they'll create some enemies (that's for sure) but they'll also reactivate their core base - and create true believers". "I stand for anybody that believes in a positive attitude", LeBron James said Tuesday night at a Nike fashion show and awards ceremony in NY.

It's been two years since Colin Kaepernick chose to bring attention to police brutality and the prevalence of racial discrimination by kneeling during the national anthem before NFL games.

"If people say your dreams are insane, if they laugh at what you think you can do, good, stay that way", the quarterback says.

Nike stock leveled off after the initial reaction to the ad.

Nike also provides all National Football League teams with game day uniforms and sideline apparel, a partnership that was extended in March to run through 2028. He has since filed a grievance with the league accusing owners of colluding to keep him off the field.

The management of a Colorado Springs sporting goods store has made a decision to stop selling Nike merchandise after the company featured Colin Kaepernick in a new marketing campaign, KRDO reports.

The rule even meant the school lost the NAIA Division II postseason basketball tournament.

The campaign includes video ads and billboards, like one displayed atop a Nike store in downtown San Francisco on Wednesday.

That said, some of the other stuff Kaepernick has said and done, including wearing socks depicting police as pigs, goes way beyond respectful to stupid.

John Sweeney, sports communication professor at the University of North Carolina, said the Kaepernick ad was created to provoke people, and in that respect, it succeeded.