Attention Nike (NKE) - Get Report investors: the controversial Colin Kaepernick hopes to score you a touchdown in coming quarters.

The former San Francisco 49ers star quarterback turn face of the NFL's take a knee movement, will be the key athlete for Nike's new 'Just Do It' ad campaign. According to TMZ, part of the new multi-year deal with Kaepernick includes a new sneaker and apparel line.

Kaepernick's prior deal with Nike was set to expire. 

A Nike spokesman didn't immediately return an email request for comment. Kaepernick did not play in the 2017 NFL season. 

Nike shares have surged 30% this year on the back of improving demand for basketball sneakers by LeBron James and its other stable of NBA stars. The company has also found continued success in the running category and online. 

It's unlikely the Kaepernick ad and product line will directly move the financial needle for Nike. But time will tell if Nike taking a quasi political stance will turn off those interested in the company's broader product portfolio.