Nike's choice to prominently feature exiled NFL quarterback Colin Kaepernick in the company's 30th anniversary "Just Do It" campaign prompted a number of consumers - who are opposed to Kaepernick kneeling during the national anthem - to burn their shoes.
However, the advertisement has done little to hurt the company on Wall Street, as Nike stock closed at an all-time high of $83.47 on Thursday.
Nike did suffer a nearly 3 percent dip the day after the ad was released, according to CNN Money's Paul La Monica, but its stock has been on the rise ever since.
Additionally, in the days after the ad went viral, U.S. President Donald Trump tweeted that the apparel maker was "getting absolutely killed with anger and boycotts." He then asked, "What was Nike thinking?" less than 48 hours later.