A sports store in Colorado will close after selling all of its remaining merchandise, following the owner's decision to boycott Nike products in protest against the company's advertising partnership with Colin Kaepernick.
People dubbed Nike's decision a risky move but it paid off as the company's sales increased 'by 31 percent' despite some people disagreeing with the campaign - people like Stephen Martin, who owns Prime Time Sports.
After taking issue with the advertisement - which was released in September 2018 - Martin chose to boycott Nike but it looks like things have turned sour as his store is now going out of business.
Martin told KOAA that his store can't afford to pay the rent anymore, adding: "Being a sports store without Nike is kind of like being a milk store without milk or a gas station without gas. How do you do it? They have a monopoly on jerseys."
Kaepernick became the face of Nike's 'Just Do It' campaign after he knelt while the US national anthem was played before a preseason game in 2016, in protest against a series of high-profile incidents of perceived racial injustice and police brutality towards African-Americans.
Having previously sat through the anthem before another game earlier in the year, on 1 September 2016 the former San Francisco 49ers quarterback opted to take a knee in an attempt to show respect to former and current US military members, while still offering a form of protest.
US President Donald Trump heavily criticised the protest, claiming that NFL owners should 'get that son of a bitch off the field' when 'somebody disrespects our flag'.
Others accused him of disrespecting the national anthem and the US military.
However, Nike spokeswoman Sandra Carreon-John said: "Colin has been a Nike athlete since 2011. Colin is one of a number of athletes being featured as part of our 30th anniversary of Just Do It."
Public opinion fell either side of the spectrum when it came to Nike's decision.
One person said: "In today's age, brands should be willing to take a risk and show where their values align. Customers want to connect on a deeper level with a brand, and despite the few loud angry voices, the quieter population of supporters deeply appreciates the stance."
Another added: "I'd rather a brand make a statement than trying to be everything for everyone. That's how you start losing perspective on why the brand even exist in the first place."
But a third commented: "I can't believe THIS is the guy that @Nike want's to be the 'FACE' of their company! Disgusting."
Another argued: "I wonder what Colen Kaepernick has sacrificed for his country and people? All I've seen and heard so far is his disrespectful kneeling and childish whining. And @Nike, are we regretting now or what? lol."
Featured Image Credit: PA