Following Nike's most recent "Just Do It" ad, outraged patrons are burning their shoes and cutting the brand's signature logo off their clothes.

But the Nike swoosh on Tennessee gear won't be disappearing any time soon.

Calls for boycott of Nike apparel ignited after the brand unveiled a new "Just Do It" ad featuring former San Francisco 49ers quarterback Colin Kaepernick on Monday.

Kaepernick, who is still a free agent and has taking a snap in the NFL since 2016, sat and kneeled during the national anthem in the preseason and continued the protest through the rest of that season.

More:UT Vols: Could Nike's Colin Kaepernick ad affect local buyers and sellers of team gear?

The move ignited a furor on social media, with angry fans burning Nike shoes or cutting the brand's signature swoosh off of their products, within hours of the announcement. Country music star John Rich, of Big & Rich, even voiced his disdain for the move in a flurry of tweets Monday.

Fox Sports Radio host Clay Travis called the ad, "the dumbest move Nike has ever made in the history of its brand."

The Tennessee women's golf team showed its allegiance to the brand, seemingly in response to the public outcry, late Tuesday morning. The team's Twitter account shared a photo of its uniform Nike golf shoes — complete with its orange swoosh and customized Power T — with simply "Swoosh fam."

But Vols fans may want to hold off on the scissors and lighters: That brand will be attached to the University of Tennessee for the next eight years.

Eight more years

In 2014, UT ended a 16-year run with Adidas, switching to Nike for nearly $4 million per year, to be paid in merchandise credit and cash.

UT Vols:Tennessee unveils uniforms featuring classic look for season opener vs. WVU

The deal — initially set to run through 2023 — was extended in Oct. 2016 by former athletic director Dave Hart, keeping the Vols on the hook with Nike as the official apparel supplier until the 2025-26 academic year.

Forbes ranked Tennessee's deal No. 17 on its list of 20 most valuable college apparel deals with an average annual value of $3.08 million. The 11-year deal is worth more than $50 million total, with $40.2 million coming in product allotment and $11.6 million coming in the base compensation.

The swoosh's reach

Despite calls for boycotts, Nike holds a firm grasp over football in Tennessee and in the Southeastern Conference.

Eight other SEC teams — Florida, Kentucky, Alabama, Georgia, Louisiana State, Missouri, Mississippi and Vanderbilt — hold Nike contracts, with Missouri's deal set to expire first in 2019.

Memphis, Middle Tennessee State and East Tennessee State also have contracts with the athletic apparel giant.

Related:How much do state's universities earn from apparel contracts?

Some of the top prep basketball and football programs in the Knoxville area also sport Nike uniforms. Bearden High School, the area's top basketball program, has the swoosh on its uniforms while 16-time football state champion Maryville is also under contract with Nike.

Maryville head coach Derek Hunt said the Rebels will not alter their uniforms for Friday night's game.

'Just Do It'

After he became the face of league-wide protests against police brutality and social inequality during the national anthem, Nike announced Monday that Kaepernick will be one of the figureheads of the brand's 30th anniversary of the "Just Do It" campaign.

Nike taking a stance on social issues is nothing new.

In February, the brand released an ad calling for an end to discrimination featuring LeBron James, Serena Williams, Kevin Durant and other athletes with the tagline "equality has no boundaries." Nike has also been a supporter of the LGBT community with its BETRUE collection.

Nike is the NFL's official apparel sponsor and manufactures the jerseys and game day apparel worn by all 32 franchises.