On Wednesday this week, Nike released a new advertisement the company had been saving for the NFL season via a Twitter thread. The thread had taglines of the athletes featured in the two minute and six second spread, highlighting obstacles that the athletes have overcome to achieve greatness in their sports. The ad features players such as Shaquem Griffin, who lost his hand when he was four years old after being born with amniotic band syndrome, and Charlie Jabaley, who overcame a brain tumor and lifelong struggles with health to win an ironman race. Most notably, however, the ad was narrated by and strongly featured Colin Kaepernick, the ex-49ers Quarterback, most known for sparking the ongoing National Anthem debate.

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Many speculated that the ad was coming out with after Kaepernick tweeted a photo two days prior with the Nike logo on the bottom with the caption “Believe in something, even if it means sacrificing everything. #JustDoIt.” The support of Kaepernick has led to a massive storm of public outrage against Nike, with many who stand opposed to Kaepernick’s protest cutting the logos off of their Nike branded clothing, or burning their clothing to show their displeasure with the company.

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President Trump tweeted out, “Just like the NFL, whose ratings have gone WAY DOWN, Nike is getting absolutely killed with anger and boycotts. I wonder if they had any idea that it would be this way? As far as the NFL is concerned, I just find it hard to watch, and always will, until they stand for the FLAG!”

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Nike, while taking the brunt of backlash, has not taken on a significant financial hit. Their share prices fell 3 dollars when the markets opened after Kaepernick originally tweeted out the first image. After running the ad, first on Twitter, then during the second half of Thursday Night Football, online sales on Nike.com spiked 31 percent, according to MarketWatch. Mentions of Nike on social media also spiked 1700 percent, playing to the old expression, there is no such thing as bad PR.

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Kaepernick is currently in the midst of suing the NFL for collusion. Kaepernick claims that NFL owners have worked together to make him unemployable, despite him being able to play. Kaepernick is continuing to work out, currently former teammate Eric Reid, in preparation for possibly getting the call to play. His case has been heard and an arbitrator has agreed to hear the case, suggesting that Kaepernick’s case could have a leg to stand on.

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As per a CBS Sports report, the arbitration hearing is expected to be later this year in November or December. The hearing could lead to a repayment of money lost by Kaepernick since the previous time he played. Kaepernick has not played since 2016, and in 2012 he led the 49ers to the Super Bowl, where they narrowly lost to the Ravens 34-31. With the start of the NFL season occurring this past weekend, the world will wait and see if any team will extend an opportunity to the exiled quarterback.