This research applies social media analytics methods to study public reactions to Nike’s partnership with Colin Kaepernick in September 2018. The social media analytics methodologies employed include descriptive, content and network analyses. The descriptive analysis describes the users’ characteristics and basic behavior profiles. The content analysis reveals the major topics and extract the hidden semantics from the text. The network analysis explores the degree of a user’s connections and helps identify the most influential users. This research focuses not only on Nike’s partnership decision but also the importance of measuring the true impact of advertising campaigns in the era of social media.