How has the protest movement kaepernick started impacted the n. f. l

Controversy over NFL players kneeling during the national anthem was thrust back into the spotlight just days before the league kicks off its next season after Nike announced on Monday it would feature former quarterback Colin Kaepernick in an upcoming ad campaign.

Protesters burned their Nike shoes, investors sold shares and some consumers demanded a boycott after the sports apparel and footwear company said Kaepernick, who started the kneeling protest in 2016, would be one of several faces for a campaign marking the 30th anniversary of its "Just Do It" slogan.

But the brand recognition that comes with the campaign may be just what the company wanted, and marketing experts have predicted it would ultimately succeed.

"This is right on the money for Nike. They stand for this irreverent, rebellious attitude. In this case, it's reinforcing the brand," said Erich Joachimsthaler, CEO of strategy consulting firm Vivaldi.

The ad refers to Kaepernick's loss of NFL income with the quote: "Believe in something. Even if it means sacrificing everything."

Under mounting pressure, NFL Commissioner Roger Goodell had announced in May that the league planned to fine teams whose players refuse to stand during the national anthem this season. The league's new policy no longer requires players to be on the field during the anthem, allowing any players who wish to protest to remain in the locker room.

The players' union, which said it was not consulted on the policy change, is negotiating with the league on the issue of protests.

Before the announcement in May, the league's policy had been that players were encouraged to stand during the song, but they were not required to do so - a position that President Donald Trump had been extremely critical of.