anniversary just do it campaign. with these words -- believe in something, even if it means sacrificing everything. in 2016, kaepernick ignited a firestorm when he started kneeling during the national anthem to protest racial injustice. >> you're going to have that backlash for trying to fight for people. >> reporter: nike's move today drawing swift backlash. some taking to social media to burn their gear in protest. but other nike athletes like lebron james and serena williams praising the decision. serena tweeting, "especially proud to be a part of the nike family today. #justdoit." tom brady liking the ad on instagram, too. nike's stock today taking a hit, dropping over 3%. >> the executives at nike decided that this was a risk worth taking. >> reporter: one fierce critic of anthem protests, the president, today telling "the daily caller" that nike's decision sends "a terrible message," but added the freedom to make this decision is "what this country is all about."