According to an advertising consulting group, Nike’s announcement that NFL player Colin Kaepernick would be the new face of its “Just Do It” campaign has generated more than $43 million in media exposure for the company in Less than 24 Hours. Kaepernick has been under fire since he first took a knee during the playing of the national anthem at games in 2016 to protest racial injustice; although, critics accused him of disrespecting veterans and the American flag. Apex Marketing Group found that Nike’s announcement generated $19.01 million in positive media exposure, while $10.91 million was negative exposure and $13.76 million was neutral.

Sports marketing executive, Bob Dorfman of Baker Street Advertising, told Bloomberg that Nike did not take a financial risk with the controversial decision. “It’s not a move that any company can make, but for Nike it’s definitely smart business,” says Dorfman. The former San Francisco 49ers quarterback became a free agent after kneeling during the 2016 NFL season. He has remained unsigned since. President Trump has frequently attacked Kaepernick and other players who have kneeled or stayed in the locker room during the national anthem.

The president suggested last month that players who protest during the anthem should be suspended without pay. NFL owners initially caved to pressure earlier this year when they approved a policy that would fine players who kneel during the anthem. The league has since put that policy on hold.