Sportswear giant Nike has been hit with a massive customer boycott over its new promotional campaign featuring controversial NFL figure Colin Kaepernick.

To give you a bit of background, Kaepernick was formerly the quarterback of the San Francisco 49ers NFL team until he opted out of his contract in 2017 and became a free agent.

However, what he is perhaps most known for is taking a knee during the US national anthem before a game in 2016 to protest of racial injustice and police brutality – an action which was later outlawed by NFL team owners thanks to the influence of President Donald Trump.

Just days out from the start of the 2018-19 season, Kaepernick posted an ad for Nike on his social media accounts on Tuesday morning.

Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO

— Colin Kaepernick (@Kaepernick7) September 3, 2018

His tweet had garnered over 750,000 likes, 300,000 retweets and over 30,000 comments at the time of publishing this article.

However, Kaepernick’s involvement in the campaign also managed to hit a nerve with many Nike customers, with #JustBurnIt and #NikeBoycott trending on Twitter, and photos and videos emerging of Nike products being destroyed and abandoned.

Our Soundman just cut the Nike swoosh off his socks. Former marine. Get ready @Nike multiply that by the millions. pic.twitter.com/h8kj6RXe7j

— John Rich (@johnrich) September 3, 2018

First the @NFL forces me to choose between my favorite sport and my country. I chose country. Then @Nike forces me to choose between my favorite shoes and my country. Since when did the American Flag and the National Anthem become offensive? pic.twitter.com/4CVQdTHUH4

— Sean Clancy (@sclancy79) September 3, 2018

.@Nike Due to your support of C.K. in your coming adds, I as an American can no longer support your company. #boycottNike #IStandForOurFlag pic.twitter.com/5JxSMD8SSO

— AlterAtYeshiva (@alteratyeshiva) September 4, 2018

Hey #Nike . I don’t wear politics or anything related to #ColinKaepernick I no longer buy 5 to 6 pairs per year of Air Monarch Black size 9 anymore either. Just do it? I did. I set my bunions free. #RemovetheSwoosh pic.twitter.com/68UuGMmIaD

— Twentyoz (@Twentyoz_) September 3, 2018

@Nike Bye, you might be cute but clearly you have no brains. Sorry, I don’t have a firepit but I’m sure Goodwill is more accepting then I am! #BoycottNike #NikeBoycott #JustDont #JustWalkAway #JustBurnIt #BurnYourNikes #ScrewNike #Standbytheflag #SupportLEO #Supportourveterans pic.twitter.com/zteAuUa9rd

— Lissa Purnell (@LissaPurnell) September 4, 2018

However, this doofus probably regrets wearing his Nike kicks while setting them alight:

My name is #Mustard and I stand for the #flag and to honer @bigandrich and their Soundman & the Prresident I am going to burn my #Nike shoes!!!!!!!!! pic.twitter.com/MLv6uwGLsv

— Phil Braun (@playazball) September 4, 2018

Please RT #Mustard #Nike #BigandRich @johnrich #USA pic.twitter.com/fT3iSiPove

— Phil Braun (@playazball) September 4, 2018

i am in the hospital pic.twitter.com/b9JmlE77EQ

— Phil Braun (@playazball) September 4, 2018

Nike shares took a bit of a tumble following its campaign launch, down more than three per cent in New York trading on Tuesday.

Kaepernick isn’t the only athlete to feature on Nike’s new campaign, with tennis ace Serena Williams, NBA star LeBron James, NFL player Shaquem Griffin and pro skateboarder Lacey Baker also among the brand’s ambassadors.

Especially proud to be a part of the Nike family today. #justdoit pic.twitter.com/GAZtkAIwbk

— Serena Williams (@serenawilliams) September 4, 2018

It’s only a crazy dream until you do it. #JustDoIt #AgainstAllOdds pic.twitter.com/6bYBaofQhw

— shaquem griffin (@Shaquemgriffin) August 31, 2018

It’s only a crazy dream until you do it.  #justdoit pic.twitter.com/WXEOkMRLNF

— Lacey Baker (@laceybaker) September 4, 2018

The NFL’s executive vice president of communications and public affairs, Jocelyn Moore, issued the following statement shortly after the campaign launched: “The National Football League believes in dialogue, understanding and unity.

“We embrace the role and responsibility of everyone involved with this game to promote meaningful, positive change in our communities. The social justice issues that Colin and other professional athletes have raised deserve our attention and action.”

Nike declined to comment on whether it consulted with the NFL about using Kaepernick in its campaign.

“Nike has a long-standing relationship with the NFL and works extensively with the league on all campaigns that use current NFL players and its marks,” the company said in a statement.