David Diaz, Executive, Davenport LarocheIf Nike was looking for attention in a crowded athletic wear marketplace, they found a surefire way to get some. As part of a new long-term messaging campaign, Nike has put one of the most famous – and infamous – faces in sports behind their brand. Colin Kaepernick is one of the new faces of Nike’s 30^th Anniversary of their “Just Do It” campaign.

The new endorsement deal renews a previous deal with Nike that many critics say the company should have left to expire. In fact, countless NFL fans have come out to complain about Nike’s decision, urging a boycott of both the NFL, which is still sending mixed messages about the anthem protests, and of Nike, for promoting Kaepernick. Many fans took their protests even further, filming themselves burning Nike gear or slicing the logo off their clothes.

That’s not to say the move only inspired detractors. Athletes from across the sports spectrum spoke up in very visible ways. Richard Sherman, an NFL defensive back known for being outspoken, said he was “proud” to be associated with Nike. “Stand for something or fall for anything…” he tweeted.

Another NFL defensive back, Malcolm Jenkins said he hoped other brands followed Nike’s lead, and MMA fighter Elias Theodorou made the following inflammatory suggestion to critics: “Instead of throwing away your Nike gear give to one of the millions of homeless veterans you pretend to care about.”

Perhaps the strongest support came from NBA superstar LeBron James, who has been outspoken on this issue as well. “I stand for anybody that believes in change. I stand for anybody that believes in a positive attitude… I stand with Nike, every day, all day.”

And the NFL issued another statement which, again, seemed to shift the league’s position on the protests: “We embrace the role and responsibility of everyone involved with this game to promote meaningful, positive change in our communities… The social justice issues that Colin and other professional athletes have raised deserve our attention and action.”

In the end, after all the debate is done, Nike got people talking about their brand, which is the purpose of the program to begin with. Sure, the first guy in the line of 30 will really upset some fans, but there are 29 more people coming, and that should inspire some fond memories for legions of sports fans, whether they support Kaepernick or not. The first image in the series may have been about grabbing headlines, but many others are sure to spark nostalgia.