A sporting goods store in Colorado Springs, Colorado, has opted to slash the prices on all of its Nike merchandise in response to the brand's new ad campaign featuring Colin Kaepernick.
What are the details?
A large sign in the storefront of Prime Time Sports, which is at Colorado Springs' Chapel Hills Mall, reads, "Still choosing to stand," "All Nike 1/2 price," and "Just doing it.'"
The store's owner, Stephen Martin — who has owned and operated the store for the last two decades — is well aware that dumping all of his Nike merchandise at half price could mean negative implications for his business, but he's standing strong in his convictions, and has called the company "the mother of all harlots."
"I'm a Nike dealer, but I'm not supporting this," Martin told KRDO-TV. "I gotta get rid of it."
Martin has opted to ditch the Nike gear in response to the brand's new campaign, which features former NFL player and activist Colin Kaepernick with the tag "Believe in something. Even if it means sacrificing everything."
In addition to slashing the prices on his Nike gear — with intent to stop carrying Nike-branded products altogether — Martin wrote a letter to the company to protest its use of Kaepernick as the face for its 30th anniversary campaign.
What did the sporting goods owner say?
"According to me, he has sacrificed a salary," Martin wrote in a note, which was posted on the storefront's window. "Nothing compared to what every soul on our 'Honor the Flag' memorial wall that was built a few years ago has suffered and died for."
The note is surrounded by a memorial of photos of fallen U.S. service members and also reads, "This space reserved: for these people who have sacrificed for our flag and what it represents. We honor them."
"The anthem, the flag, and this country means a lot to me, and I continue to state that I agree with Colin Kaepernick's cause, but I just do not agree with his method of delivery," Martin explained.
"I won't sacrifice principle for profit," he added.
According to KOAA-TV, Martin spent about $60,000 on Nike-branded merchandise just three weeks ago — prior to the company launching its Kaepernick ad campaign.
Martin said that he refuses to sell Nike gear until the company severs ties with Kaepernick.
"I wish I was wealthy enough to burn all that stuff, but I'm not," he added.