After facing backlash for being the first NFL player to kneel during the National Anthem as a protest over police brutality, Colin Kaepernick has become the famous face of sacrifice. His recent team up with Nike has led to even more controversy than before, promoting the idea of sacrifice through an advertisement stating “Believe in something. Even if it means sacrificing everything,” as a nod to Kaepernick’s former career in the NFL.

After the ad’s release, Kaepernick critics began boycotting the company, burning sneakers and cutting up their socks. Even President Trump joined in on the boycott, criticizing both Nike and the NFL in a tweet.

“Just like the NFL, whose ratings have gone WAY DOWN, Nike is getting absolutely killed with anger and boycotts,” Trump tweeted on Sept. 5.

While Nike’s sales dipped initially, the company’s stock has increased 6.25 percent since the advertisement first aired. Nike’s sales have also increased 31 percent overall according to a Sept. 10 Time article. Their partnership with Kaepernick has had immense benefits for the company, adding $6.38 billion to the company’s total value.

The advertisement first premiered on Sept. 6 during the third quarter of the NFL season opener between the Atlanta Falcons and the Philadelphia Eagles. The two-minute video displayed famous athletes such as Serena Williams and LeBron James, and touched upon the ideas of determination and setting goals. Kaepernick is revealed as the narrator in the middle of the commercial.

The main backlash from the advertisement was from people who felt Kaepernick does not deserve this additional spotlight. Twitter users who believed Kaepernick was wrong before, now believe that Nike is wrong for teaming up with him.

“Yesterday I bought @underarmour shoes, Wednesday I bought @adidas sweats and this morning I bought @reebok shoes,” Twitter user @ApolloJamnJelly tweeted on Sept. 29. “First time in 40 years wearing something other than Nike. Your political BS pushed me away.”

While the boycotts seemed like an efficient way to protest against Kaepernick, the increasing of Nike’s sales suggest the advertisement was a smart sales move. The ad brought attention to the controversial issues that Kaepernick is trying to solve.