woman known for designing it. some say it celebrates the time of slavery. while others including texas senator ted cruz are renewing calling for a nike boycott. cruz tweeting in part their shoes represent inside disdain for the american flag. similar calls were made when nike partnered with kaepernick last year in an ad campaign. >> believe in something. even if it means sacrificing everything. >> reporter: the former quarterback was the first in the nfl to kneel during the national anthem, protesting police brutality and racial injustice. some burned their shoes and boycotted nike, while the company saw its sales rise and its stock price surge. >> joining me now is nbc's stephanie gosk. this will be a case study? >> yes, at the moment when at