A billboard featuring former San Francisco 49ers quarterback Colin Kaepernick is displayed on the roof of the Nike Store on Wednesday in San Francisco.
Nike's most engaged audience persona is "Made it and Know it", said 4C Chief Marketing Officer Aaron Goldman, one of 70 categories of consumers that 4C has identified by analyzing social media engagement on a range of platforms.
The President weighed-in on Nike's growing controversy on social media this week, saying the shoemaker was "getting absolutely killed with anger and boycotts". "Some pretty powerful people in the spot".
The latest reply came hours after the video aired during the matchup between the Philadelphia Eagles and the Atlanta Falcons.
"Believe in something, even if it means sacrificing everything", Kaepernick says. "I don't think it was appropriate what they did", he said.
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He tapped his athletic background to play star football player-turned-inmate "Paul Crewe" in The Longest Yard . He was the top moneymaking star at the box office in an annual poll of movie exhibitors 1978 through 1982.
"When corporate does things that are outside of golf and outside of my realm, that's what they do".
The ad features Canadian teen soccer star Alphonso Davies, showing footage of Davies scoring a goal for Canada's men's soccer team as Kaepernick says "if you're born a refugee, don't let it stop you from playing soccer for the national team at age 16". "They came out with a campaign that they feel is who they are".
"People have the right to protest and they have the right to hate our country - but they don't have the right to do it when they are on their job".
But Nike is not the only company that got involved in a political debate, so are trainers the new political battleground?
Some fans responded to Kaepernick's sponsorship deal by cutting or burning gear with Nike's signature swoosh logo.
Stills began kneeling during the anthem in 2016 and has been vocal discussing racial inequality and other issues.
Nike's most high-profile critic is President Donald Trump, but he has been fixated on players protesting the anthem, and Nike's support of that cause, more than anything else.