Nike’s decision to involve NFL free agent Colin Kaepernick in their 30th anniversary ‘Just Do It’ campaign garnered support from several people. However, those who disapprove of Kaep’s “take a knee” stance and Nike’s decision to use him in their campaign are taking their disdain to extreme lengths.

On Tuesday (Sept. 4), #NikeBoycott began trending on Twitter, and a highly-shared “moment” displayed people destroying their Nike gear in protest of the company’s decision. In one video, Nike sneakers were burning in the grass, and in a picture, a former Marine “cut the swoosh” off of his socks.

“[Kaepernick] is targeting us,” said a Fox News panelist during a discussion about the ad on Tuesday. “He knows what this means to us. He knows how insulting it is. He knows how disrespectful it is and Nike is empowering it. I don’t buy it. This is scummy, this is lousy, this is rotten, and I’m never buying another Nike product again and I think millions of Americans are going to agree.”

Of course, other members of the Internet are laughing at the uproar the advertisement has caused. The 30th anniversary “Just Do It” campaign features Kaepernick in a black-and-white photo. The words “Believe in something. Even if it means sacrificing everything” are emblazoned over his face

Our Soundman just cut the Nike swoosh off his socks. Former marine. Get ready @Nike multiply that by the millions. pic.twitter.com/h8kj6RXe7j

— John Rich (@johnrich) September 3, 2018

First the @NFL forces me to choose between my favorite sport and my country. I chose country. Then @Nike forces me to choose between my favorite shoes and my country. Since when did the American Flag and the National Anthem become offensive? pic.twitter.com/4CVQdTHUH4

— Sean Clancy (@sclancy79) September 3, 2018

just cut up, sautéd, and ate my Nike socks in protest 😤😤 #BoycottNike pic.twitter.com/AxnwD066P2

— berger (@regrebK) September 4, 2018

How much hatred do you have to have within your heart to burn your own Nike apparel? Just because one black guy took a knee to peacefully protest white supremacy and police brutality? People are laughing, but this isn’t funny. Our nation is at a crossroads, and it’s scary.

— Eugene Gu, MD (@eugenegu) September 4, 2018

People really out here destroying their @Nike products over the Kaepernick ad? What are you mad about? Peaceful protest? Equality? Black lives mattering? Fair policing? Youth being protected? Stop making this about something it's not. Evaluate your minds. pic.twitter.com/BRIlj437NB

— Lilly Singh (@IISuperwomanII) September 4, 2018

look