Some sliced the swooshes right out of their socks. Others lit their shoes aflame and filmed while they burned in their yards. All had strong feelings about Nike's new "Just Do It" campaign and one of its newest faces: Colin Kaepernick.
Nike revealed Monday that Kaepernick - the out-of-work NFL quarterback who generated controversy for kneeling during the national anthem to protest racial injustice and police brutality - would be featured in its 30th anniversary "Just Do It" campaign.
"Believe in something. Even if it means sacrificing everything," read a teaser for an ad Kaepernick tweeted.
The ad stood out as a bold statement on racial justice from Nike and as the latest demonstration of the company's values, experts said. While companies often steer clear of taking any firm stance on race relations, experts said Nike has claimed the fight for racial equality as a tenet of its mission.
Some Kaepernick critics took that to mean sacrificing their Nike products.
Immediately, people began posting pictures of socks and shoes they had defaced or destroyed, or declaring they would be soon switching allegiances to Adidas, Brooks or Converse. (Never mind that Nike owns Converse.)
Country star John Rich showed off a pair of Nike logos that had been removed from his sound man's socks.
A video of a pair of shoes that had been set on fire went viral.
The anti-Nike puns came next.
"Just Don't," posted one Instagram user.
"Just Blew It," posted another.