After Nike revealed NFL quarterback Colin Kaepernick will be the face of its 30th anniversary “Just Do It” campaign, President Donald Trump asked one question: “What was Nike thinking?”

The multi-national $34 billion retailer has “responded,” in a sense, with a 31 percent jump in sales.

“There was speculation that the Nike/Kaepernick campaign would lead to a drop in sales, but our data over the last week does not support that theory,” Hetal Pandya, co-founder of Edison Trends, tells Marketwatch.

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“Nike’s online sales actually grew 31% from the Sunday of Labor Day weekend through Tuesday, as compared with a 17% gain recorded for the same period of 2017,” Marketwatch adds.

Trump is opposed to NFL players kneeling in silent protest of police killings of Black people. He has also called Kaepernick a “son of a bitch.”

Meanwhile, interest in Nike stock is also jumping.

“Nike has grown in popularity among millennial investors after releasing its controversial Colin Kaepernick ad,” Business Insider reports. “A total of 15,191 investors added Nike to their portfolios on Robinhood this week, up 45% from last week.”

“Investors on Robinhood are buying Nike stock 300% more than they are selling, compared to 12% last week,” Robinhood’s data scientist Sahill Poddar told Business Insider on Tuesday. “Investors in Oregon, where Nike is headquartered, are buying the stock 850% more than they are selling.”

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The popularity of Nike’s stock has jumped 20 points as well.

Clearly, the company’s long-term strategy is working.

Or, perhaps, maybe they just thought supporting the head of a campaign to stop police killings of unarmed Black people was a good idea.