Colorado store dropped Nike over Kaepernick ad—but couldn't sustain business without the brand

A sporting goods store in Colorado took a stand last fall and stopped selling Nike products when the company featured former NFL quarterback Colin Kaepernick in an ad campaign.

That decision, the owner says, is the reason the store is now going out of business, according to KOAA-TV.

"Being a sports store without Nike is kind of like being a milk store without milk or a gas station without gas," Prime Time Sports owner Stephen Martin told KOAA. "How do you do it? They have a monopoly on jerseys."

"I just can't keep the doors open anymore," Martin said.

Martin simply could no longer support Nike after it endorsed Kaepernick, who started the pregame protest of kneeling during the national anthem. It's not the first time he's taken this stand: In 2016 he refused an opportunity to have wide receiver Brandon Marshall sign autographs at his store because Marshall knelt during the anthem.

Martin said he may have underestimated the amount of support those players and their protests have.

"As much as I hate to admit this, perhaps there are more Brandon Marshall and Colin Kaepernick supporters out there than I realized," Martin said.

Prime Time Sports will close for good in about a month, and until then the prices on remaining merchandise will be heavily discounted. Martin will also be working to make sure his current staff finds other jobs.

Martin said he doesn't regret his decision to protest Nike.

"I didn't give in to Nike and big dollars. I didn't give in," Martin said. "I did it my way.

"That part of the military respect that's in me just cannot be sacrificed or compromised, as I believe Brandon Marshall and Colin Kaepernick both did. I don't like losing a business over it, but I'd rather be able to live with myself," Martin said.