Athletic Store That Boycotted Nike After Its Kaepernick Endorsement Is Closing


Prime Time Sports stopped selling Nike merchandise after Colin Kaepernick was featured in one of Nike's ads.

A sports store that boycotted Nike after they endorsed Colin Kaepernick is now closing, according to CNN.

Stephen Martin sold all of the Nike apparel in Prime Time Sports, his Colorado sports apparel and memorabilia store. He was driven to do so after he saw the Nike ad featuring Cole Kaepernick, a former San Francisco 49ers quarterback. The ad read: “Believe in something. Even if it means Sacrificing everything.”

Martin boycotted Nike by selling all of his Nike inventory and made the news for being a sports store owner boycotting the biggest sports merchandise company. Martin knew it would affect his store negatively.

"Being a sports store without Nike is like being a gas station without gas," he said.

Apparently, he was right. He announced that Prime Time Sports was set to close in the coming days.

"This was never about property to me, this was about principle," Martin said.

Martin said that his move was a principled one, and although he lost revenue and his store, he was glad that he did what he did.

"You don't trample over the men who have given Colin Kaepernick and me the right to free speech," he said.

Kaepernick became controversial in the 2016 season when he began kneeling during the National Anthem to raise awareness of police brutality against African Americans, among other racial injustices. Many other players joined him, but many others called kneeling during the anthem both unpatriotic and disrespectful. Kaepernick has not played in the NFL since that season.

Nike’s advertisement, which promoted Kaepernick, was a source of outrage to many, including Martin. Martin never considered himself an activist before, but he took a stand against Nike.

"I didn't give in to big Nike and big dollars. I didn't give in. I did it my way," he said.