Supporters of US president Donald Trump have posted videos of themselves destroying their Nike gear after the brand announced a deal with controversial NFL player Colin Kaepernick.
Kaepernick gained fame outside of sport when in 2016, he began kneeling during the national anthem in protest against racism in the US.
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The protest gained traction among other football players, prompting the president to accuse them of disrespecting the flag during a speech in Alabama in September.
"Wouldn't you love to see one of these NFL owners, when somebody disrespects our flag, to say, 'Get that son of a bitch off the field right now. Out! He's fired. He's fired!'" he said at the rally.
He's also tweeted several times about players protesting during the national anthem, although is yet to say anything about Nike's announcement.
The deal means Nike will produce new Kaepernick apparel including shoes and a t-shirt. Nike will also donate money to Kaepernick's Know Your Rights campaign.
Kaepernick announced the deal on Twitter in a post that said "Believe in something, even if it means sacrificing everything. #JustDoIt."
Nike, Kaepernick and #JustDoIt began trending across the United States after Nike launched the campaign.
But many people unhappy with the deal have posted photos of themselves destroying their gear with the hashtags #IStandForOurFlag, #boycottNike and #MAGA.
Multiple supporters have used the hashtag #JustBurnIt to share videos of them lighting their Nike products on fire.
"You're not protesting against racism what you're doing is you are disrespecting our military, those who have fought and died to protect and make this country free," one man said, before using a torch to set a pile of clothing alight.
"I'm sorry but you should have protested like everyone else and picked up a sign or something."