Nike’s Kaepernick ad will air tonight

Any questions about whether Nike might back away from its decision to embrace the polarizing quarterback Colin Kaepernick amid threats of a boycott and criticism from President Donald Trump dissipated Wednesday when the company released a two-minute advertisement narrated by him and announced plans to run it during the NFL’s first telecast of the regular season.

The ad, called “Dream Crazy,” features Kaepernick and other star athletes in the Nike stable, including Serena Williams and LeBron James. It implores viewers to dream big, using the inspiring stories of those stars and of everyday weekend warriors who overcame illness or disability.

“Believe in something, even if it means sacrificing everything,” Kaepernick says over images of him watching a waving American flag projected against a building. Those words appeared in an ad that was released Monday announcing Nike’s new partnership with Kaepernick and on a billboard of him that went up in San Francisco on Tuesday.

“Nike’s ‘Dream Crazy’ campaign will air this week during sporting events such as the U.S. Open, MLB and college football in addition to ‘Thursday Night Football,’” said Nike spokesman Josh Benedek.

Greg Hughes, a spokesman for NBC Sports, confirmed that Nike had purchased airtime on Thursday’s NFL game. Nike is a major partner of the NFL’s, providing the uniforms for all 32 teams and the clothing worn by everybody on an NFL sideline.

In 2016, while playing for the San Francisco 49ers, Kaepernick began kneeling during the national anthem to protest racism and other social injustices. Other NFL players, as well as a few athletes in other sports, followed his lead. His actions inflamed many who believe them to be disrespectful to the American flag and military, while drawing the support of others who believe it is a noble cause. The ad does not show Kaepernick kneeling, but rather standing and facing an American flag.

While #BoycottNike became a trending hashtag on social media Tuesday, there was little evidence that a serious boycott had materialized or that one was harming Nike. Shares in the company were up 30 cents Wednesday, after falling $2.60 Tuesday.