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Nike has taken a bold step with its latest advertising campaign, recruiting controversial former NFL star who was one of the first to kneel during the USA national anthem before matches to protest movement against racial injustice in the country.

"I don't think athletes have a role to play", she said.

Kaepernick, who led the 49ers to the brink of a Super Bowl victory in 2013, has been unable to find employment with an National Football League team since being released by San Francisco in 2017.

President Trump even tweeted Wednesday that "Nike is getting absolutely killed with anger and boycotts". I'm just not satisfied with what they've done.

Representative Sean Duffy says it's outrageous and offensive when people kneel during the national anthem.

Trump, who on Wednesday (AEST) described Nike's deal with Kaepernick as "terrible", said the sports equipment giant's endorsement of the ex-NFL star had backfired.

Closing his remarks, he said he stood "for anybody who believes in change".

"Colin Kaepernick drew our collective attention to the problem of continued racial injustice in America", said former Central Intelligence Agency director John Brennan on Twitter. "I stand with Nike, every day, all day".

The two-minute spot, titled "Dream Crazy", is narrated by Kaepernick and showcases a montage of multiple inspirational sports-related stories from amateur and pro athletes.

As a camera pans to reveal his face, a reflection of a United States flag is visible on the facade of a building behind him. Whether you agree with Colin Kaepernick's stance or not, the ad is meant to be about more than his opinion.

The ad includes footage of Davies scoring a goal for Canada's men's soccer team as Kaepernick says "if you're born a refugee, don't let it stop you from playing soccer for the national team at age 16". "Because what nonbelievers don't understand is that calling a dream insane isn't an insult, it's a compliment".

The ad's universal theme is about athletes pushing for bigger dreams.

"Much respect to Nike, much respect to Colin Kaepernick for standing up for what he believes in and bringing attention to those problems and staying strong. Ask if they are insane enough".

The fashion collective partnered with Nike for the NY event, both a fashion show and an awards ceremony that focused on diversity in the fashion world. The NFL has struggled to navigate the controversy as Trump has kept the pressure on while more players joined the protest last season. An NFL request to dismiss the case was denied last month.

Some people called for a boycott of Nike after learning of the Kaepernick "Just Do It" campaign.