*By Michael Teich*
Nike debuted its [controversial new ad](https://www.youtube.com/watch?v=Fq2CvmgoO7I) featuring Colin Kaepernick Wednesday, part of its "Just Do It" 30th anniversary ad campaign.
The roll out came after some public backlash and a tweet from President Trump criticizing the company's decision to sign on the former NFL player, who set off a string of player protests the last two seasons.
While Nike's campaign has proven to be a polarizing initiative, leaving some consumers to pledging to boycott the brand, military veteran and Sports Illustrated writer and producer Scooby Axson sees the move as a net positive for Nike.
"At the end of the day I don't think it's going to hurt their bottom line," Axson told Cheddar in an interview Wednesday.
Axson, who served 16 years in the U.S. Army, thinks those unhappy about NFL players kneeling for the anthem are demonstrating false outrage and that their anger is misplaced.
"If you want to say somebody is disrespecting the flag or the anthem, the NFL does this every single Sunday when they drape that flag across 100 yards, and that's per the flag code. The federal flag code says you shouldn't do that," said Axson.
For full interview [click here](https://cheddar.com/videos/nike-doubles-down-on-kaepernick-with-thursday-night-football-ad).
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