Smart business move on his part.

Via WJ:

A Colorado Springs, Colorado, sporting goods store owner has decided to stop carrying Nike gear in his store in response to Nike’s partnership with former NFL quarterback Colin Kaepernick.

The store, Prime Time Sports, is owned by Stephen Martin who was inspired by the Nike slogan to “just do it,” according to an interview with local KSN News.

The store currently has an entire wall, dedicated to Nike gear, and Martin is unsure if his store will be able to stay open without the athletic wear giant’s products.

“Pretty sure I won’t survive without them,” Martin said. “I gotta do what I gotta do. I’m just doing it.”[…]

The Prime Time Sports owner isn’t just making this bold move against Nike because of his own experiences. He believes that it’s important to draw attention to who the real heroes are.

Martin told the story about his father-in-law, who was a POW and was forced to watch his fellow soldiers be beaten and even killed, and he wasn’t able to intervene.

“He said the hardest part for me was watching his fellow soldiers get beat up and killed in front of him and he couldn’t defend them because it would have cost him his life,” Martin said.

“So Colin, you don’t know what sacrifice is, you just don’t know what it is, in my opinion.”

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