Ad campaign featuring unsigned NFL player sparks calls for boycott of shoe giant; shares tumble

Nike Inc. NKE ventured into charged political territory when it put National Football League quarterback-turned activist Colin Kaepernick at the center of its latest advertising campaign, risking backlash to align itself with a cause that has resonated with young consumers. The Oregon-based shoe giant saw opposition to its decision in the aftermath of the announcement when many shoppers began calling for boycotts of its products. Images of people torching Nike shoes and cutting swooshes out of gear surfaced on Twitter and other social-media sites, countered by expressions of support for Nike and Mr. Kaepernick. Shares of the company fell more than 3% Tuesday, though they are still up about 27% for the year.

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