So Colin Kaepernick is now, thanks to multinational sneaker company Nike, an advertising slogan.
The man who as a San Francisco 49er refused to stand for the US national anthem, sparking nationwide protests and debate, has become the new face of Nike's 30th Anniversary 'Just Do It' campaign.
The strapline goes "believe in something, even if it means sacrificing everything".
Even talking about this makes me ill given that every breath wasted means spending another second discussing a company constantly under scrutiny for questionable business practices including the use of sweatshops and child labour to manufacture its products.
And now they've bastardised a very worthy cause, using an issue that clearly deserves the discussion it was getting, as a marketing ploy.
And Kaepernick is now effectively getting paid for his protest.
I suppose none of us should be surprised given we are talking about the most commercialised country on the planet, and a company that has previously used Tiger Woods' dead father's voice in a campaign to try and resurrect his reputation after a million marital indiscretions. Is nothing sacred?
Colin's original gesture was his personal protest against police brutality and the treatment of African Americans. so to take a leaf out of the Nike advertising slogan itself 'believe in something'.
I believe in fair trade even if it means sacrificing everything. Which means sacrificing everything to do with Nike products.
So there you are. Be like me. Believe in something even if it means sacrificing everything. Hey Nike, just done it.