Even with all of the controversy surrounding its new ad campaign featuring former quarterback Colin Kaepernick, Nike’s stock price hit its all-time high late this week.

And none other than LeBron James, pro basketball superstar, was quick to celebrate the news.

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And to do a little gloating while he was at it, too.

The athletic company had been the subject of calls for boycotts after it announced that Colin Kaepernick, the former San Francisco 49ers quarterback and the original anthem kneeler, would be the face of the company’s new ad campaign.

The ads mark the 30th anniversary of Nike’s “Just Do It” slogan; they show Kaepernick’s face with the words “Believe in something. Even if it means sacrificing everything.”

In response, many people on the Right attacked Nike, reinvigorating the debate that began in August 2016, when Kaepernick first began his protest.

In addition to boycotts of Nike products and gear, a number of Twitter users posted pictures and videos of their shoes on fire or their destruction of other Nike gear.

Meanwhile, scores of groups came to Nike’s defense, including some members of the military who posted images of their Nike-branded combat gear.

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President Donald Trump, who had been very vocal on Twitter and in other venues about his opposition to Colin Kaepernick during the 2016 presidential campaign, said that Nike had made the wrong choice, although the company had the right to do it.

Not long after the announcement, Trump posted that Nike was “getting absolutely killed with anger and boycotts.”

However, while Nike stock did fall initially after the announcement, it recovered once its Labor Day weekend sales increased by 31 percent over the previous year’s same time period — significantly more than the 17 percent increase it saw last year.

Related: Nike Stock Closes at All-Time High After Kaepernick Ad Campaign

It seems to have resumed the climb it’s had for the past year, when stock prices have risen more than 50 percent.

The tweet from LeBron James comes as little surprise due to the existing animosity between the athlete and the president.

LeBron had announced his team would not go to the White House if they won the NBA finals, breaking with tradition, and after James was interviewed by CNN’s Don Lemon, Trump took to Twitter and said Lemon made him look smart, which wasn’t “easy to do.”

“LeBron James was just interviewed by the dumbest man on television, Don Lemon,” wrote Trump. “He made LeBron look smart, which isn’t easy to do. I like Mike!”

For the moment, it appears Nike’s decision to hire Kaepernick for its ad campaign is paying off.

Only time will tell if the trend holds — or if it’s a momentary blip.

And check out this video — and then the tweet: