Nike has launched a new advertising campaign, and the company has made former San Francisco 49ers player Colin Kaepernick the face of the campaign.

This is a controversial decision, as Kaepernick is a controversial player. But Nike is gambling that its target market supports Kaepernick’s political protest.

Kaepernick made a name for himself by refusing to stand for the national anthem, Instead, he took a knee in support of Black Lives Matter and to protest police brutality.

Some right-wingers and Republicans condemned Kaepernick’s protest, but he carried on regardless. And now he’s the face of one of the biggest companies in the world.