Sean Hannity blasted Nike following the announcement that Colin Kaepernick is the new face of the company’s “Just Do It” campaign.

Dear Nike, I just did it. Tossed every single Nike product I have right in the trash.

Nike lost 3.72 BILLION dollars yesterday! Now there’s a statement!

FNI:

A Nike advertisement featuring Kaepernick hit social media on Monday and instantly began trending nationwide for its controversial messaging. In it, two sentences lay superimposed on a black and white headshot of Kaepernick: “Believe in something. Even if it means sacrificing everything.”

Kaepernick, a former San Francisco 49ers quarterback who remains a free agent, started the controversial trend of NFL players refusing to stand for the anthem in 2016 to protest racial inequality and police brutality.

Trending: Dem Candidate Whines She Had To Spend $3k For Her Hair For The Campaign

There has been a huge backlash to Nike’s decision to go into business with the former quarterback-turned-social-justice-activist, with many social media users posting videos and photos of them destroying their Nike-branded apparel.

On Tuesday, Hannity said Nike and Kaepernick don’t understand what “sacrificing everything” really means. More

Look at the Nike ad. Kaepernick hasn’t sacrificed “everything.” What a bunch of bull. Kaepernick hasn’t made any sacrifice that matters. He is an embarrassment to sports and to himself. True heroes are patriots who appreciate and fight for the freedoms we are guaranteed in the constitution.

Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO

— Colin Kaepernick (@Kaepernick7) September 3, 2018

Couldn’t agree more! https://t.co/9DDgqLjde9

— WarHorse7.62 (@NoSurrender357) September 5, 2018

What exactly did Kaepernick sacrifice? He wore socks that called police officers pigs. Is this who you want your children looking up to? I am DONE with the NFL and Nike.

— USCombatVeteran (@USCombatVet) September 5, 2018

Nike Sucks https://t.co/dCxPJCCmej

— TOPFEE (@PaulaTopfee) September 5, 2018

Whoever thought this was a good idea needs to be fired. ESPN and NFL are still hurting from the loss of money from supporting this kind of mess, may Nike lose more money than they ever dreamed they would make.

Hannity Blasts Nike, Kaepernick: Soldiers, Officers, Firefighters Are the Ones Who ‘Sacrificed Everything’ https://t.co/enr6S5n0uF Spoiled brat should visit all the VA hospitals and tell our “TRUE HEROES” how he sacrificed!

— Ann Monopoli (@Hopepeace5777) September 5, 2018