Christian college dumps Nike: ‘If Nike is ashamed of America, we are ashamed of them’

A Christian college in Point Lookout, Missouri, has severed ties with Nike for its school equipment after Nike revealed its new campaign ad featuring former NFL player Colin Kaepernick as its face.

What's the background?

On Monday, Nike rolled out its newest "Just Do It" campaign featuring Kaepernick.

Kaepernick shared the ad to his Twitter page on Monday, which showed a black and white image of his face with the caption, "Believe in something. Even if it means sacrificing everything."

Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO

— Colin Kaepernick (@Kaepernick7) September 3, 2018

In response to the newly unveiled campaign, many Nike fans protested the company by destroying their Nike-branded products — some by scissors, and some by fire.

On Wednesday, Nike rolled out a two-minute ad featuring various acts of athletic heroism with Kaepernick as the video's narrator.

The video closed with Kaepernick using the new campaign slogan, "Believe in something, even if it means sacrificing everything."

Believe in something. Even if it means sacrificing everything. #JustDoIt pic.twitter.com/x5TnU7Z51i

— Colin Kaepernick (@Kaepernick7) September 5, 2018

What's happening now?

Missouri's College of the Ozarks, which is a private liberal arts college, plans to remove all uniforms that contain Nike's logo from its school supply.

The school competes in sports at the NAIA level.

In a statement, the college's president, Jerry C. Davis said, "In their new ad campaign, we believe Nike executives are promoting an attitude of division and disrespect toward America. If Nike is ashamed of America, we are ashamed of them. We also believe that those who know what sacrifice is all about are more likely to be wearing a military uniform than an athletic uniform."

In 2017, the College of the Ozarks issued a mandate noting that their sports teams would walk away from games in which the opposing team refused to honor the American flag or the national anthem with any decidedly negative behaviors such as kneeling, sitting, or turning their backs.

“It’s a shame sporting events are being used to communicate disrespect for this great country,” Davis said at the time. “It’s time for colleges and universities to be positive role models. We need more emphasis on character and unity and less emphasis on political correctness.”