Country singer John Rich of the duo Big & Rich slammed Nike for their controversial decision to turn Colin Kaepernick into the face of their ‘Just Do It’ campaign.

The ad features a closeup of Kaepernick’s face (odd, since it’s his knees that get all the attention) and the words, “Believe in something. Even if it means sacrificing everything.”

What exactly has he sacrificed? He voluntarily became a free agent and has since turned down offers so he can continue being a martyr for the cause.

Kaepernick has been on the Nike roster since 2011 but has been little used the last few seasons while controversy over his National Anthem protests has swirled.

Gino Fisanotti, Nike’s vice president of brand for North America, said the company views the controversial former quarterback as “one of the most inspirational athletes of this generation.”

Unfortunately for Nike, their poor decisionmaking in backing this anti-American prima donna is going to inspire people to flee the company and their products.

Rich unleashed a Twitter tirade on the company for backing their products with the face and likeness of a man who has repeatedly spit on the flag, spit on the Anthem, on law enforcement, and on America in general.

He also offered a free plug for Reebok, a Nike competitor, in doing so.

The comment is a not-so-subtle dig at Kaepernick’s choice in socks he once wore during a team practice, which depicted police officers as pigs.

Not to mention the shirt he has donned showing support for the late Cuban dictator, Fidel Castro. Should make for an interesting outfit on the catwalk – Castro tee, pig socks, and a nice pair of shiny Nike’s.

Rich also posted an image of a soundman who had just carved up his own socks by cutting out the Nike logo.

The country star, whose biggest hit with the duo is “Save a Horse (Ride a Cowboy),” would not relent on his anger with the company.

Will you boycott Nike over its Colin Kaepernick ad?

Others seemed to point out that the soundman had to purchase the socks which somehow disqualifies him from having a revelation and correcting course.

Rich hammered them as well.

He told followers to be on the lookout for what happens with Nike’s stock after their tone-deaf marketing move. There have already been signs of it getting a bit wobbly right out of the gate.

Their stock, after a quick uptick, was down more than 2 percent in early trading, and the hashtag #NikeBoycott has been trending on Twitter.