Nike announced on Monday that former San Francisco 49ers quarterback Colin Kaepernick would be the face of its 30th anniversary "Just Do It" campaign and people are already getting riled up about it.
And while Nike's decision to feature Kaepernick in its latest campaign was celebrated by many, others were outraged, posting videos and photos on social media of Nike products being cut up, burned, or destroyed.
And the counter-tweet backlash was swift, with people mocking those choosing to destroy a product they paid money for.
Earlier this year the NFL and Nike extended their partnership for another eight years. All 32 teams in the league will have uniforms and other apparel supplied by Nike.
Brad Esposito is a news reporter for BuzzFeed and is based in Sydney, Australia.