Several social media posts include people burning or throwing away their Nike shoes.
Social media has been divided over the issue of a protest and boycott of the Kaepernick deal.
Now Nike has added him to a line-up of athletes to feature in a new ad campaign to mark the 30th anniversary of its "Just Do It' slogan".
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Nike's deal also means that, though countless fans immediately pledged to boycott the brand ― even going so far as to light their shoes on fire (yes, really) ― they may find it hard to avoid all National Football League products entirely.
Main Street Pilot CEO Col. Brian Searcy (Ret.) told Fox Business' Charles Payne that Nike's decision to use Kaepernick is just causing more divisiveness in the country. That response follows on the heels of President Donald Trump agitating against protesting NFL players, calling them "sons of bitches" and blasting the league as "weak" for accommodating the anthem protests.
On Tuesday, the hashtag "NikeBoycott" was one of the most trending topics on Twitter, being tweeted by over 30,000 people.
A stunning and simple image of former San Francisco 49er Colin Kaepernick emerged on Labor Day - his solemn face starting in a black-and-white Nike ad with these poignant words: "Believe in something".
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Another analyst, GlobalData Retail's Neil Saunders, said the campaign will harm Nike in middle America, where it is battling Germany's Adidas for dominance in the sneaker market.
In announcing the deal, Nike said he was "one of the most inspirational athletes of this generation".
He hasn't played in an National Football League game since 2016, yet with this new endorsement Kap will still be getting a good paycheck without any of the bumps and bruises.
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The irony of people discarding or defacing their (likely expensive) Nike merchandise to protest something they disagreed with was not lost on those who supported Kaepernick and his protests. "The extensive roster of athletes and their powerful stories are core to the company's stepped up efforts in reaching a younger demographic".