(CNN) - Nike is doubling down on its new controversial Colin Kaepernick campaign by airing his ad during the NFL season-opening game Thursday night, according to media reports.
The game is between the Philadelphia Eagles and Atlanta Falcons.
Kaepernick tweeted the two-minute ad Wednesday morning.
The former San Francisco 49ers quarterback started his protest of police brutality and racial injustice in 2016. He originally sat on the bench during the national anthem
He later opted to take a knee after Army veteran Nate Boyer told him it would sit better with service members.
Other players followed suit, starting a movement.
Some people called for a boycott of Nike after learning of the Kaepernick "Just Do It" campaign. Others burned their Nike apparel and shared videos of it online.
President Trump even tweeted Wednesday that "Nike is getting absolutely killed with anger and boycotts."
Just like the NFL, whose ratings have gone WAY DOWN, Nike is getting absolutely killed with anger and boycotts. I wonder if they had any idea that it would be this way? As far as the NFL is concerned, I just find it hard to watch, and always will, until they stand for the FLAG!
— Donald J. Trump (@realDonaldTrump) September 5, 2018
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(AP) - Nike has unveiled its first "Just Do It" ad narrated by Colin Kaepernick and a person familiar with the situation says the spot is scheduled to air during the NFL season opener on Thursday night and during football games throughout the season.
The person spoke on condition of anonymity because details of the airing have not been formally announced.
The two-minute spot released Wednesday highlights superstar athletes LeBron James, Serena Williams and others, and touches on the controversy of NFL players protesting racial inequality, police brutality and other issues by demonstrating during the national anthem.
Kaepernick narrates the full spot but first physically appears midway through. As a camera pans to reveal Kaepernick's face, a reflection of a United States flag is reflected on the facade of a building behind him.
Kaepernick says: "Believe in something, even if it means sacrificing everything."
The former 49ers quarterback is revealed as the narrator toward the end of the spot.
The spot's universal theme is about athletes pushing for bigger dreams. It features young athletes who compete amid various challenges, touching on issues of gender, disabilities and weight loss, among others.
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