>> neil: all right. well, the president probably tweeted about it when he said what was nike thinking when they debuted that ad on thursday night football? it is what it is but it didn't just feature colin kaepernick. a host of other athletes and stars in the same ad. lawrence jones is here and attorney emily compagno. emily, for nike, the view is that it took a great risk. given the fall-out from this, which depends if you look at the ratings which were down 8% from a year ago, did it? >> no, i do not think this was a risky maneuver at all. i think it was a calculated business decision on the part of nike. here's why. their most engaged audience is called the made it and know it class. that is successful, they engage online a lot, they know it. they are -- they care about