I have a feeling Nike is taking this way too far. This is negative framing against the brand, at their own cost. Perhaps moving significantly away from where they started, with the original Kaepernick ad.
Context: This is a follow-up print ad. This one extends a negative reinforcement, is reactive (reacts to the people who burnt Nike products), but uses a broader medium that reaches beyond the people it is reacting to.
From The Ringer: Nike’s Big Gamble on Colin Kaepernick http://bit.ly/2wZhJiB
“A major corporation has put a financial stake in the idea that the people who either oppose Kaepernick’s message or choose to misunderstand it are a small minority whose arguments can be ignored.”