Goaded by the performative nature of the internet, people are destroying their Nike apparel and declaring a moral boycott over shoes they’ve already purchased — all in the name of denouncing Colin Kaepernick, the newest face of Nike’s “Just Do It” campaign.

On Monday, Nike announced that Kaepernick is one of the athletes helping commemorate the 30th anniversary of the brand’s iconic slogan. (Serena Williams and Odell Beckham Jr. are among the other faces of the campaign.) The ad is a black-and-white close-up of Kaepernick’s face with the words, “Believe in something. Even if it means sacrificing everything” — a reference to Kaepernick’s lawsuit against the NFL for allegedly colluding to keep the former San Francisco 49ers quarterback out of the league over his protests against police brutality…

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