Ever since Nike revealed its latest “Just Do It” ads featuring Colin Kaepernick, business has been booming.

Per USA TODAY Sports, a study indicated online sales had gone up 31 percent. And the company’s stock closed at an all-time high on Thursday:

Nike launched its Colin Kaepernick ad ten days ago. Today, the stock hit an all-time high https://t.co/2CEJ9dhgZ3 pic.twitter.com/rhqi9q8233 — Bloomberg Markets (@markets) September 13, 2018

LeBron James was more than pleased. With one tweet, he celebrated the news while also appearing to respond to people who burned or destroyed their Nike apparel:

“We’re on (fire emoji)” and “joke’s on you.” Message received.