Nike’s sales have reportedly increased ever since the debut of their controversial ad campaign starring Colin Kaepernick. Online sales increased by 31% during the holiday weekend according to reports by researcher, Edison Trends.

The rise in sales contradicts critics who urged people to boycott the sports brand because of their use of the former 49ers quarterback.

In 2016, the football star sparked a peaceful protest against police brutality by first sitting then kneeling during the National Anthem. Other players followed suit in a protest which divided the country and left the President of the United States, Donald Trump, big mad.

When Nike unveiled the 30th anniversary “Just Do It” campaign, people took their outrage to social media and began burning their existing apparel. They launched the hashtag, #JustBurnIt, a play on the company’s infamous slogan, which traded on Twitter along with #BoycottNike.