While some quarters are of the opinion that the latest Nike campaign involving Kaepernick is polarizing with President Donald Trump also dissing the promotion, the sales statistics proves the opposite.

Despite talks of buyer backlash, data shows that Nike is actually thriving amid the controversy. Today, MarketWatch published findings from e-commerce research company Edison Trends which indicate that the Swoosh nearly doubled its Labor Day Weekend numbers from the year prior.

Nike’s online sales reportedly jumped 31 percent from Sunday to Tuesday, the day after the campaign’s initial debut. Meanwhile, during the same period in 2017, online sales increased by only 17 percent. Believe in something, even if it means sacrificing everything.