Just because people are posting video's of themselves burning their shoes rather than giving them away, does not equal "most" Americans are doing so. Media is deceptive and narrative/trend driven. Myself, for example, I stopped buying NIKE years ago due to the sweat shops they opened all over Malaysia, Thailand etc...This Kaepernick thing they're doing is for PR. Sure the stock will fall a little bit but in the long run people will see the "swoosh", and remember their new ad's and think NIKE really cares. None of these multinational companies care about anything more than sales/profits. Thinking people know this but their target audience are not thinking people.