Nike on Monday revealed former NFL quarterback Colin Kaepernick as the face of its 30th Anniversary "Just Do It" Campaign, almost two years after Kaepernick knelt during the National Anthem to protest racial injustice in America, setting off a polarizing movement across the U.S. Simple and to the point, the spot features a close up of Kaepernick overlaid with text reading "Believe in something".
"We believe Colin is one of the most inspirational athletes of this generation", Gino Fisanotti, Nike's vice president of brand for North America, told the outlet.
Trump said owners should "fire" National Football League players who protest the anthem and referred to them as "son [s] of b--".
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The player has since filed a grievance alleging that league owners colluded to keep him off a team.
ESPN reported that Nike signed Kaepernick to an endorsement deal in 2011, and has maintained that contract since then. Kaepernick first sat and then kneeled during the anthem in the 2016 preseason, and continued his protest through the rest of the season.
Kaepernick, who began kneeling in protest of racial injustice during the national anthem in August of 2016, is entering a second NFL season without being a roster and has an active collusion grievance against the NFL.
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The protests continue into the 2018 season, with some players raising their fists in the air while the anthem plays.
The new Nike adverts, which were unveiled just days before the kick-off of the 2018 National Football League season, show a portrait of Kaepernick with the slogan: "Believe in something".
"Here", the narrator says, referring to courts, fields and other sites of athletic competition, "you're defined by your actions, not your looks or beliefs".
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The advert comes just days after Kaepernick was cheered by spectators when he appeared alongside fellow player and activist Eric Reid at the US Open tennis tournament to watch Serena Williams on Friday.