Former NFL quarterback Colin Kaepernick is one of the most hated people in America. So it was a bit surprising that NIKE launched an ad featuring him with a quote about the virtues of sacrifice for something you believe in. There is no doubt that NIKE believed they would stir up so much controversy that it would help their brand. As the old montage goes, ‘all news is good news.’ But in this case it appears NIKE made an enormous mistake. One that is costing them $4 billion and counting.

Here is the controversial ad:

But here’s the thing. Colin Kaepernick did not sacrifice anything. He either didn’t want to play in the NFL anymore, or he felt that he didn’t have the skill to play anymore. What his supporters seemingly forget is that Kaepernick opted out of his contract with the San Francisco 49ers and forfeited a $14.9 million salary.

And then the Baltimore Ravens wanted to sign him. But Kaepernick’s girlfriend publicly compared the Baltimore owner to a slave owner.

Then Denver offered him a contract and Kaepernick refused.

All the while Kaepernick continued to play the victim card. He’s laughably suing the NFL for collusion, claiming he’s been blackballed. It’s ridiculous. Kapernick is no hero of the left, he’s an opportunity who is using social justice as a vehicle to elevate himself, nothing more.

But apparently, NIKE doesn’t see it that way. Or at the very least they’re hoping to pigggyback off of his efforts and use social justice as a means to sell sneakers.

Well, that has backfired big time. NIKE has lost $4 billion in market capitalization since Friday:

And it’s only going to get worse.

What a bunch of idiots.