Dave Portnoy, the founder of satirical sports website Barstool Sports, said Wednesday on "Tucker Carlson Tonight" that Nike made a smart move by centering its newest ad campaign around Colin Kaepernick.

The company's first advertisement featuring the former San Francisco 49ers quarterback recently hit social media and instantly began trending nationwide for its controversial messaging.

In the print ad, two sentences lay superimposed on a black and white headshot of Kaepernick: “Believe in something. Even if it means sacrificing everything.”

Portnoy said he thinks the move will pay off, even amid the wave of backlash to Nike's decision, as many people have said they'll boycott the company.

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Some social media users have even posted videos and photos of them destroying their Nike-branded apparel.

Carlson asked Portnoy how the decision could be a successful one if Nike is seemingly alienating half of its customer base.

"I think when you're a huge company like Nike, it's hard to stay edgy. It's hard to stay on top for that long," Portnoy responded. "This brings edge to them."

Portnoy argued that today's Nike culture is very different from the culture people have seen in years past, and "that's what they're selling."

"They know their [demographic] and they will react to this," he said.

Carlson then asked Portnoy how Nike is helping the cause of civil rights if it's trying to sell expensive shoes to people who can't afford them.

"I don't think they care about civil rights. I think they care about selling shoes," Portnoy replied.

"As a shareholder, I like the move. ... "It's hard to be the brand that people are talking about when you've been around for 50 years."

Watch more above.

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