DALLAS _ If Nike wanted to ensure its new push celebrating the 30-year anniversary of its iconic "Just Do It" ad campaign would be greeted with a splash _ well, mission accomplished.
The shoe and apparel company revealed the face of its new campaign Monday, an athlete who hasn't played in his sport since 2016 _ former San Francisco 49ers quarterback Colin Kaepernick.
Kaepernick remains one of the most high-profile athletes in the country because of his decision to take a knee during the national anthem to protest police actions against blacks.
His protest led to many other football players following in his footsteps _ triggering outrage across the country against an act that detractors said was insulting to the military and the flag.
Kaepernick's movement also drew waves of support _ and both sides doubled down on the issue after Nike revealed the former quarterback's role in its ad push.
Some conservative critics of Kaepernick burned Nike apparel in protest of the deal.
The new campaign also drew praise from several corners, including several high-profile athletes and government officials.
Former CIA director John Brennan, who recently had his security clearance revoked by President Donald Trump, tweeted in support of Kaepernick.
"Colin Kaepernick drew our collective attention to the problem of continued racial injustice in America," Brennan tweeted. "He did so not to disrespect our flag but to give meaning to the words of the preamble of our Constitution _ 'in order to form a more perfect union.' Well done, Colin, well done."
Tennis player Serena Williams, who is also featured in the campaign, tweeted that she is "Especially proud to be a part of the Nike family today."
Several other athletes also are a part of the campaign, including LeBron James, Shaquem Griffin, Odell Beckham Jr. and Lacey Baker are also part of the "Just Do It" anniversary campaign.
Beckham and Griffin play in the NFL, which has struggled in finding a way to downplay Kaepernick's movement and its impact on players. Trump and other critics of kneeling say the gesture has contributed to a decline in professional football's ratings.
Trump, so far, hasn't said anything about Nike's relationship with Kaepernick.
When asked if Nike consulted with the NFL about the new ad campaign, a spokeswoman for the league appeared to say no, in a roundabout way:
"Nike has a longstanding relationship with the NFL and works extensively with the league on all campaigns that use current NFL players and its marks," NFL spokeswoman Sandra Carreon-John told The New York Times. "Colin is not currently employed by an NFL team and has no contractual obligation to the NFL."
