Local sports store boycotts Nike after Kaepernick ad, sells all Nike gear at 50%

COLORADO SPRINGS, Colo. (KKTV) - Stephen Martin has owned Prime Time Sports for 21 years but this is the year he's going to stop selling Nike gear.

"It's probably 40-50% of the store," Martin said, shrugging. "They are the exclusive dealer of the NFL jerseys, it’s all Nike.”

Within the last week, Nike rolled out a new ad campaign including former NFL Quarterback Colin Kaepernick.

Kaepernick is famous for igniting a controversial movement in which he would kneel during the national anthem before football games in protest of what he deems are wrongdoings against African Americans and minorities in the United States.

Owner Martin said NFL jersey sales are a huge part of his business. He said he will miss the sales but this is a sacrifice he's willing to make.

“The thing that fired me up the most, that got me motivated to put the sign up and the sale was the last two words of their add, ‘sacrificed everything,’" Martin explained.

"He doesn’t know sacrifice, not in my opinion.”

Martin points to his late father-in-law as someone who did know sacrifice.

“I remember asking him what the most difficult part of being a POW and surviving the Bataan Death March…he said the hardest part was watching his fellow soldiers get beat up and killed in front of him and he couldn’t defend them because it would have cost him his life,"

"So Colin, you don’t know what sacrifice is, you just don’t know what it is.”

Tennis legend Serena Williams is also featured in the same series of ads from Nike. She is quoted as saying she is “Especially proud to be a part of the Nike family today” for Nike's decision to feature Kaepernick in their ads.