Nike has launched their new marketing campaign focused around a make-believe story centered on Colin Kaepernick. The campaign has prompted Blue Lives Matter to call for a boycott of the company.

The company's campaign features Kaepernick with the words "Believe in something. Even if it means sacrificing everything."

Kaepernick's "sacrifice" is an apparent reference to the former NFL player's inability to get re-hired after voluntarily quitting the NFL.

The "believe in something," is an apparent reference to Kaepernick calling police officers murderers, and kneeling in protest to the American flag.

“The choice of Colin Kaepernick by Nike to be 'the Face' of their 30th Anniversary Campaign is an affront to every American law enforcement officer," Blue Lives Matter's National Spokesman, Randy Sutton said.

"Nike’s pandering to Kaepernick’s brand of politically correct hate mongering against those who serve this Nation behind a badge and the disrespect he has sown to the symbols of love of our country reveals how corrupt Nike has become," Sutton added. "When an organization is more concerned with profits than with the values of justice and service that thousands have given their lives to preserve, they reveal what they truly stand for….greed and dishonor.”

As an organization, Blue Lives Matter tends to avoid calling for boycotts. A company needs to do something exceptional to prompt a boycott call from Blue Lives Matter.

Blue Lives Matter has previously called for only one other boycott, in response to Ben & Jerry's marketing campaign promoting the false narrative of Black Lives Matter.

Police officers are actually getting assassinated over this false, anti-police messaging. When companies push the outrageous message that police are targeting black people for violence, they are putting officers' lives at risk to boost their profits.

By showing these companies that they'll only lose money by defaming police officers, we take away the financial incentive for these marketing campaigns.

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Show your support for real heroes who sacrifice everything with a blue line Believe In Something shirt.

Kaepernick started kneeling on the field during the National Anthem in the pre-season of 2016, protesting the flag over allegations that American police officers are racist killers.

“I am not going to stand up to show pride in a flag for a country that oppresses Black people and people of color," Kaepernick said.

Kaepernick even sported socks depicting police officers as pigs along with his Nike shoes.

The protest later expanded even further to be a protest of President Donald Trump by some after the president spoke out against the protest.

Kaepernick opted out of his contract with the San Francisco 49ers after the 2016 season and sat out the 2017 NFL season when no other teams signed him.

His teammate Eric Reid was a vocal supporter of the anthem protests. Reid also didn't sign again with the 49ers, and became a free agent.

Both players have since been unemployed and have filed a lawsuit against the NFL alleging a conspiracy to keep them out of the game in retaliation for the upheaval caused by the kneeling.