Kaepernick is face of controversial Nike ad as Trump criticizes sportswear company

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The former NFL quarterback became a polarizing figure in 2016 after he began kneeling during the national anthem to protest police brutality.

"I think it's a bad message that they're sending and the objective of them doing it, maybe there's a reason for them doing it", Trump said, adding it's "a message that shouldn't be sent".

The "Dream Crazy" spot, part of Nike's 30 anniversary of Just Do It, stars former National Football League star Colin Kaepernick, tennis legend Serena Williams and skateboarder Lacey Baker among a wider cast of aspiring people that dare to dream insane.

On Monday, Nike released a promotional image for their new Kaepernick-inspired campaign which featured a black and white portrait of the player superimposed with the slogan "Believe in something".

Kaepernick says: "Believe in something, even if it means sacrificing everything".

The Nike ad features a number of the world's biggest athletes and talks about dreams, goals and striving for the impossible before the kicker where Kaepernick is revealed and the catch phrase, 'Believe in something.

The backlash returned this week after Nike announced the ad campaign. The NFL has struggled to navigate the controversy as Trump has kept the pressure on while more players joined the protest last season.

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Bell - decked out in black-and-white Nike gear, including athletic sandals, socks, shorts and a form-fitting shirt while getting a haircut - said two narratives of the protests have emerged.

Police are asking for anyone who is considering burning their Nike shoes in protest over an endorsement deal with Colin Kaepernick to instead contact them so they can give them to someone in need.

Before Nike's announcement, about half of Americans said they were absolutely certain or very likely to buy Nike products, but that percentage has dropped to 39 percent.

Even President Donald Trump weighed in.

"I'm really encouraged by it", Stills said Thursday.

Stephen Martin, owner of Prime Time Sports, says Nike merchandise makes up 40-50 percent of the store's inventory, including popular and pricey items.

"They need to fix what they did", Hart said.

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