A store in Colorado has said it will be removing all Nike merchandise following the company's decision to feature former NFL player Colin Kaepernick as the face of its newest ad campaign.

KRDO-TV reported that Prime Time Sports, located in Colorado Springs, placed a large sign in its window saying "All Nike 1/2 Price" and "Still Choosing to Stand, Just Doing It.”

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The store owner, Stephen Martin, told KRDO that the sale started Tuesday as part of an effort to clear out all of the store's Nike inventory.

Martin, who has owned the store for more than 20 years, told the station that he realized he could go out of business for the move, given a sizable chunk of his inventory is comprised of NFL jerseys that are exclusive to Nike.

In response to Nike's ad, Martin also said he sent the company a letter in which he called the brand "the mother of all harlots" for the campaign.

"According to me, [Kaepernick] has sacrificed a salary," Martin wrote in a note on the window of his store, KRDO reported. The note was surrounded by photos of service members, according to the station.

"Nothing compared to what every soul on our 'Honor the Flag' memorial wall that was built a few years ago has suffered and died for," the note continued.

Kaepernick, a former quarterback for the San Francisco 49ers, rose to prominence separate from his NFL career when he began on-field demonstrations during the national anthem. Kaepernick is credited with sparking the movement of NFL players choosing to kneel during the national anthem in protest of racial injustice.

The former NFL player, who has remained unsigned for two years, has been frequently targeted by President Trump Donald John TrumpOmar fires back at Trump over rally remarks: 'This is my country' Pelosi: Trump hurrying to fill SCOTUS seat so he can repeal ObamaCare Trump mocks Biden appearance, mask use ahead of first debate MORE and his base for protesting during the national anthem.

Nike received sharp criticism earlier this week when it unveiled its ad featuring Kaepernick with the slogan "Believe in something, even if it means sacrificing everything."

The ad campaign sparked backlash among many customers, who took to social media to share videos and photos of them destroying their Nike products.

Trump ripped into Nike and Kaepernick for their decision to collaborate on an ad campaign.

"Just like the NFL, whose ratings have gone WAY DOWN, Nike is getting absolutely killed with anger and boycotts," Trump tweeted on Wednesday.