Famed athletic apparel brand Nike has stirred a controversy around America by naming NFL player and national anthem protester Colin Kaepernick as the face of their latest campaign. Boycotters are taking fire their clothes and shoes while posting #BurnyourNikes on social media pages.

The former San Francisco 49ers quarterback shared the powerful black-and-white image that commemorates the brand's 30th anniversary, writing, "Believe in something, even if it means sacrificing everything. #JustDoIt"

Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO

— Colin Kaepernick (@Kaepernick7) September 3, 2018

Kaepernick originally became a household controversy when he kneeled during the national anthem ceremony to protest police brutality against black people in the US. Since then, the entire country has weighed in on the right to abstain from tradition during professional sporting events.

Now, those who oppose Kaepernick, as well as Nike's endorsement of the former football player, are taking fire to the brand's apparel.

@Nike @ClayTravis #burnyournikes pic.twitter.com/gpLQkyAxmL

— ae5 (@boudreau_dr) September 3, 2018

First the @NFL forces me to choose between my favorite sport and my country. I chose country. Then @Nike forces me to choose between my favorite shoes and my country. Since when did the American Flag and the National Anthem become offensive? pic.twitter.com/4CVQdTHUH4

— Sean Clancy (@sclancy79) September 3, 2018

The right to protest remains an American tradition, whether it is kneeling before a sporting event or having a Nike bonfire in your backyard.