Former Arizona State University and Arizona Cardinals football player and Army Ranger Pat Tillman came into focus in the last 24 hours after Nike revealed Colin Kaepernick as the face of its 30th-anniversary campaign.

Kaepernick, a former quarterback for the San Francisco 49ers, gained a great deal of attention in 2016 when he began kneeling during the playing of the national anthem in an effort to bring attention to police brutality and push for racial equality.

The Nike ad displays Kaepernick’s face, with the quote, “Believe in something. Even if it means sacrificing everything.”

The ad became a polarizing topic on social media after its release, as some vowed to purchase more Nike products and others shared videos and photos of themselves destroying Nike products.

One of the most consistent themes found within the responses suggested that the company should have instead chosen Tillman as the focus, claiming that he would have been opposed to NFL players kneeling for the anthem.

While some weighed in saying how Tillman sacrificed much more than Kaepernick, others claimed that Tillman would have been in support of players having the right to protest peacefully or suggest Tillman not even be included within the debate.

An Army Ranger who was initially celebrated as a war hero for his death in combat, it was later discovered that Tillman was killed by friendly fire.

Despite the fact that several senior Army officials aware of the true cause of Tillman’s death, his family wasn’t informed until after a nationally-televised memorial service was held.

Once the Tillman family learned of the circumstances of Pat’s death, they openly criticized the Army for its handling of the situation. Tillman’s parents and widow also criticized President Donald Trump when he referenced Tillman in reaction to Kaepernick’s protest.

“As a football player and soldier, Pat inspired countless Americans to unify,” Pat’s widow Marie said in a statement last year. “It is my hope that his memory should always remind people that we must come together. Pat’s service, along with that of every man and woman’s service, should never be politicized in a way that divides us. We are too great of a country for that. Those that serve fight for the American ideals of freedom, justice and democracy. They and their families know the cost of that fight. I know the very personal costs in a way I feel acutely every day.”

No members of Tillman’s family have responded to the social media suggestions for Pat to be the face of the “Just Do It” campaign.