Shares of Nike fell three percent Tuesday as calls to boycott the company trended on Twitter.
Nike selected former San Francisco 49ers quarterback Colin Kaepernick as the face of the 30th anniversary of its iconic Just Do It campaign.
Kaepernick shared a photo on Twitter Monday with the quote “Believe in something. Even if it means sacrificing everything.”
In August 2016, he started the controversial movement of kneeling during the U.S. national anthem to protest racial injustice.
After Nike’s ad reveal, some customers are promising to stick by the company.
Others have shared photos online of them destroying their Nike wear to protest.
Despite Tuesday’s drop, Nike has had strong sales and earning this year. Their stock is up nearly 30 percent in 2018.