Blackballing Colin Kaepernick.
Except this time, it goes even further.
Stephen Martin, owner of Prime Time Sports, decided in September to remove All Nike gear from his store after the company featured the former 49ers quarterback in an ad.
"According to me, [Kaepernick] has sacrificed a salary," Martin wrote on a large sign at the store. "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, with pictures of service members.
Well, that plan didn't turn out too well.
“Being a sports store without Nike is kind of like being a milk store without milk or a gas station without gas. How do you do it? They have a monopoly on jerseys,” Martin said to a local NBC station.
Even though Kap remains out of the NFL while other less worthy quarterbacks continue to get jobs, Martin learned the hard way how many people support Kaepernick's message of protesting racial and social injustices.
“As much as I hate to admit this, perhaps there are more Brandon Marshall and Colin Kaepernick supporters out there than I realized,” Martin added.
If you only the NFL could understand that, too.