Colin Kaepernick Joins Nike’s 30th Anniversary ‘Just Do It’ Campaign

Michael Zagaris  Getty Images

Michael Zagaris Getty Images

Kaepernick already had a deal with Nike that was set to expire, but it was renegotiated into a multi-year deal to make him one of the faces of Nike's 30th anniversary "Just Do It" campaign, according to a person familiar with the contract.

The ad dropped on social media today with a photo of Kaepernick and the text, "Believe in something".

Kaepernick, an outspoken advocate for America's black community and, in particular, the systemic economic hardships, disproportionate imprisonment, and police brutality inflicted upon its people, began kneeling during the pre-game National Anthem in support of the Black Lives Matter movement. "Even if it means sacrificing everything". Other players joined him in kneeling during the anthem, drawing the ire of President Trump and sparking a debate over the players' demonstrations. Kaepernick began his kneeling during the national anthem in the 2016 season and was not with an NFL team previous year.

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Nike did not immediately respond to requests for comment.

Kaepernick's lawyer Mark Geragos tweeted a picture last Thursday of a ruling by arbitrator Stephen B. Burbank.

"Nike has always been and will continue to be my family's favorite shoe", wrote Twitter user @TheDionneMama.

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Kaepernick received an enthusiastic welcome from fans at the U.S. Open's showcase tennis match between Serena and Venus Williams at the weekend when he was shown raising his fist on the big screen.

Nike has in recent months been under scrutiny for its culture and accusations that women are not adequately represented in its leadership ranks.

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