The owner of a Colorado sporting goods store is putting his money where his mouth is.
In the face of Nike’s new ad campaign with former San Francisco 49ers quarterback Colin Kaepernick, the owner of Prime Time Sports is “just doing it” and liquidating Nike products from his store.
“I’m done with Nike,” store owner Stephen Martin told Fox21 News. “I do not support it, I do not want to write any more checks to Nike. I’m done with them entirely.”
“All Nike 1/2 Price” and “Still Choosing to Stand, Just Doing It,” read the signs at the store located in the Chapel Hills Mall, KRDO reported. Martin is making the choice despite more than half of his inventory being NFL jerseys – all made by Nike.
Nike launched its ad with Kaepernick this week which declared:”Believe in something, even if it means sacrificing everything,” as part of its “Just Do It” 30th anniversary campaign. The announced contract with the former quarterback, who ignited a firestorm of controversy over his protests during the national anthem, divided fans and critics.
Martin called Nike “the mother of all harlots” in a letter to the company condemning the ad campaign. The store owner and son of a U.S. military veteran especially objected to their use of the phrase “sacrificed everything,” which he told Fox21 News “just inflamed me.”
“I don’t think he knows what it’s like to be a son holding back the tears for a dad at his grave site,” Martin said, pointing to pictures of fallen service members surrounding a copy of the note he sent to Nike posted on the store window.
“According to me, he has sacrificed a salary,” read the note posted on the window of Prime Time Sports. “Nothing compared to what every soul on our ‘Honor the Flag’ memorial wall that was built a few years ago has suffered and died for.”
Kaepernick’s “sacrifice” was his NFL salary as he remained a free agent following the 2016 protest and as he pursues a legal case against the NFL alleging the league conspired to keep him from getting signed by another team.
Taya Kyle, the widow of Navy SEAL sniper Chris Kyle, rebuked Nike for its ill-informed take on what “sacrifice” really means, slamming the company for celebrating someone who disrespected the American flag and the national anthem.
— Conservative News (@BIZPACReview) September 6, 2018
Martin knows his decision to cut ties with Nike will cost him dearly.
“I’m pretty sure I won’t survive without them,” he told KKTV. “I gotta do what I gotta do. I’m just doing it.”
“Colin, you don’t know what sacrifice is,” Martin said after recounting his father-in-law’s experience as a POW. “You just don’t know what it is.”