An athletic store in Colorado is permanently liquidating all of its Nike sneakers, apparel, and other gear after the sports brand made NFL star Colin Kaepernick the new face of its "Just Do It" ad campaign.
The slogan for the new ad campaign is "Believe in something, even if it means sacrificing everything."
Stephen Martin, the owner of Prime Time Sports in the greater Denver area, slashed the prices for all the Nike gear in his store as part of a move to liquidate the entire inventory. Martin has owned the store for the past 21 years.
A large sign on the window of Prime Time Sports reads, "All Nike 1/2 Price — Still Choosing to Stand, Just Doing It," KRDO News reported.
Martin said he's disgusted with the selection of Colin Kaepernick as the new face of Nike's "Just Do It" ad, saying the former San Francisco 49ers quarterback doesn't deserve the honor because he has sacrificed nothing compared to the brave men and women who serve in the U.S. Armed Forces.