Risking Donald Trump's ire - though they're in good and plentiful company on that front - American mega-brand Nike have recruited Colin Kaepernick for the 30th anniversary of their 'Just Do It' campaign. 

Kaepernick was one of the first sports stars to infamously kneel during the national anthem, in protest at police violence in the US against African-Americans.

It could be argued that this reduces a very serious political protest into a promotional brand campaign (something which Pepsi got so spectacularly wrong last year). However, Nike and Kaepernick seem to have managed to tread the difficult path of doing this in a way which is acceptably authentic and sincere.

Time will tell what the public (and political) reaction will be. 

By taking a stand - or knee - Nike has exposed itself to a negative reaction from some vocal detractors; with early reports of some people posting photos of Nike clothes being set ablaze, Nike's share price has (at the time of writing) dipped two per cent.

Nike and Kaepernick do seem to be standing squarely behind the aphorism: "Believe in something. Even if it means sacrificing everything", though it's unlikely to be the making or unmaking of the well-established Nike brand.

Nevertheless, by getting behind this cause at this turbulent time, I, for one, salute them.