Following its decision to use Colin Kaepernick as the face of its Just Do It Campaign, President Trump has criticised Nike.
Kaepernick was the first NFL player to kneel during the national anthem as a means to protest racial injustice.
But critics have burned Nike trainers and clothing in protest at the decision to use Kaepernick in a campaign.
“Nike is getting absolutely killed with anger and boycotts. I wonder if they had any idea that it would be this way?” he added in a tweet.
The president also continued his previous criticism of the NFL, saying: ” As far as the NFL is concerned, I just find it hard to watch, and always will, until they stand for the FLAG!”
Trump’s criticism is coming after tennis star Serena Williams – who is also part of the Nike campaign – praised the company’s move.
Speaking after her defeat of Karolina Pliskova in the US Open, Williams called the decision to use Kaepernick a “powerful statement to a lot of other companies”.
“He’s done a lot for the African-American community, and it’s cost him a lot.
“Having a huge company back him could be a controversial reason for this company, but they’re not afraid.
“It’s sad. But he continues to do the best that he can to support.”
Critics have taken to Twitter using the hashtag #JustBurnIt – a play on Nike’s slogan ‘Just Do It’ – which trended alongside #BoycottNike.
In announcing the deal, Nike said Kaepernick – who has been out of a contract since March 2017 and yet to find a new team – was “one of the most inspirational athletes of this generation”.
The NFL said it “embraces the role and responsibility of everyone involved with this game to promote meaningful, positive change in our communities”.
Kaepernick has filed a grievance against NFL team owners he claims conspired not to hire him because of his protests.