Colorado Springs, CO – A sporting goods store owner said he is risking going out of business after deciding to dump all of his Nike merchandise.

His decision came in response to the Nike's new ad campaign featuring former National Football League quarterback Colin Kaepernick.

Prime Time Sports has a large sign in its window that reads: “All Nike ½ Price” with “Still Choosing to Stand, Just Doing It.”

The store in the Chapel Hills Mall is owned by Stephen Martin. He said that a large part of his inventory is NFL jerseys which are licensed to Nike, according to KRDO-TV.

Nike featured Kaepernick's face in a new advertising campaign with the words "Believe in something, even if it means sacrificing everything."

Martin sent a letter to Nike in response to the Kaepernick ad. He wrote that the company was "the mother of all harlots" for their ad campaign, according to KRDO.

Martin noted Nike’s use of the word “sacrificing.”

"According to me, he has sacrificed a salary," Martin wrote in a note that he posted on the window of his store, according to KRDO.

The note is surrounded by pictures of fallen service members. "Nothing compared to what every soul on our 'Honor the Flag' memorial wall that was built a few years ago has suffered and died for," Martin wrote.

Martin said the Nike sale started Tuesday so he can permanently clear out his Nike stock.

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Show your support for heroes who actually sacrificed with a Sacrificing Everything Shirt HERE.

The store’s Facebook page was filled with comments both in support and critical of the decision to clear out Nike products.

Blue Lives Matter has called for a boycott of the sports apparel company in response to the ad campaign.