The new Nike ad featuring former NFL quarterback Colin Kaepernick has a lot of people fired up. 

Now one Colorado sports store is taking a stand against Kaepernick and Nike. 

“Pretty sure I won’t survive without them,” said Steve Martin, owner of Prime Time Sports. “I gotta do what I gotta do. I’m just doing it”

It’s owner Steve Martin’s little Nike joke. But the amount of Nike gear he has right now in the store is no joke. 

He’s even getting rid of anything Nike in his wardrobe at home, and it’s a lot more than he even realized. 

It’s a bold move. 

“I take no stance on it but I do appreciate that the store next door, Prime Time Sports is doing something about it,” said Jordan Park.

And it’s a move that comes from the heart. 

Martin’s father-in-law was a POW, the stories that veteran told Martin inspired his decision. 

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

The store owners says he’s actually in a weird spot. He needs people who actually want to support Nike and buy the brand to buy him out.