San Francisco 49ers safety Eric Reid (35) and quarterback Colin Kaepernick (7) kneel during the national anthem before an NFL football game against the Los Angeles Rams in Santa Clara, Calif. on September 12, 2016.
John Rich, one half of the country band Big & Rich, said their sound man, a former Marine, had cut off the famous swoosh logo from his socks. He included the caption, "Believe in something, even if it means sacrificing everything".
Kaepernick, who remains unsigned after last playing in 2016, has become a massive figure in both political and athletic arenas for kneeling as a sign of protest during the national anthem. "This is scummy, this is lousy, this is rotten, and I'm never buying another Nike product again and I think millions of Americans are going to agree".
Other social media users took a different tactic in response to Nike's new campaign.
He has an active collusion grievance against the NFL, as he alleges football team owners colluded to deny him a contract as punishment for his role in organizing protests by players.
Nike's 30th anniversary ad campaign also includes tennis star Serena Williams, NFL wide receiver Odell Beckham Jr., and Seattle Seahawks rookie Shaquem Griffin, who had his left hand amputated at age four.
NFL spokeswoman Jocelyn Moore said in a statement: "The National Football League believes in dialogue, understanding and unity".
Today, after all of the scrutiny Kaepernick, the NFL and companies like Nike have faced, the NFL released a statement on social justice that seemed to give praise to people like Kaepernick and that the issues that they have raised deserve the leagues attention and action. On Thursday it was ruled his case could go to trial.