After Colin Kaepernick, the controversial former NFL player and anthem kneeler, became the new face of Nike’s ad campaign, the company publicized photos of the athlete’s face along with the caption “Believe in something. Even if it means sacrificing everything. #JustDoIt.”

Conservative radio host Ben Ferguson (shown above, far right) took issue with this.

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And in a series of posts, he said that American soldiers are the ones who are really sacrificing everything.

Ferguson made a series of posts on Twitter with the same caption as the Nike ad — but he replaced Kaepernick’s face with the faces of soldiers.

“Hey @Nike this would have been appropriate!” tweeted Ferguson — showing an image of Pat Tillman.

“Here are some real heroes for you @Nike.”

Ferguson went on cable network CNN and faced off against anchor Christi Paul (above center) of the show “New Day,” along with Rashad Robinson (above left), executive director of the civil rights organization Color of Change.

“This protest is not about the flag. Why is it that people cannot seem to separate the focus of this protest — about police brutality and African-Americans and how they are treated — with patriotism?” said host Paul.

It’s important to note that in an interview some time back, Kaepernick said that he does not respect the flag — that he is not “going to stand up to show pride in a flag for a country that oppresses black people and people of color.”

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Ferguson argued that Kaepernick’s protest “morphed” when he wore anti-police socks.

“Remember, Colin Kaepernick is a guy that wore socks depicting all cops as pigs,” Ferguson noted.

Related: Nike Sales Soar 31 Percent After Controversial Colin Kaepernick Ad

“He has worn shirts supporting Fidel Castro, a dictator and tyrant who oppresses people all the time, as someone he, I guess, admires … and the biggest day of [NFL] protests was in fact protesting Donald Trump’s comments about NFL players. This has morphed into something different than it was, in theory, what it was originally about.”

Robinson argued, “At every point in our history, when black people stood up, there have always been people [that] have stood on the sidelines and said, ‘You should have protested it this way.’ They did it to the lunch protesters in the ’60s and to Dr. King.”

Nike’s sales, by the way, have risen 31 percent compared to this time period last year.

Digital commerce and research firm Edison Trends, which tracks sales growth for large e-commerce companies including Nike, indicated that Nike sales right now are dramatically higher than during the same quarter back in 2017.

Check out the video below of the heated exchange on CNN over these issues: