Despite the possible negative impact on their bottom lines, more and more brands are jumping into the political fray.

Nike continues to face backlash after releasing a new ad campaign featuring controversial ex-NFL quarterback Colin Kaepernick.

Randy Baez says he has been wearing Air Jordans for years. Baze says he fully supports Nike's decision to make Kaepernick a part of its 30th anniversary ad campaign.

"I think it's a great idea because he deserves another chance. People just single him out because of what he did,” says Baez.

The Nike ad’s slogan is "Believe in something, even if it means sacrificing everything.” It is a nod to Kaepernick’s controversial stance during the 2016 NFL season. Kaepernick and other players kneeled rather than stood for the national anthem at some games. Kaepernick said he was protesting police brutality. Others saw it as a sign of disrespect for the flag.

New Rochelle-based sports marketer Brandon Steiner says Nike's signing of Kaepernick is a publicity stunt designed to sell sneakers. He says he’d rather see the company focus more on community involvement.

"I'm not against what Nike's done. I'm just not satisfied with what they've done. They need to step up and get in the mud. They need to get into these communities and fight the fight with all their influence,” says Steiner.

"I think people in general have to get more politically involved. And if companies do that, and encourage people to get more politically involved, then that's something,” says Pearl Jacobs, of New Rochelle.

Nike shares dropped 3 percent Tuesday amid a barrage of criticism over the Colin Kaepernick ad. The company recouped some of its losses Wednesday.