Nike’s new ad campaign featuring ex-NFL quarterback Colin Kaepernick is already taking a toll on the company.

A poll from Morning Consult, released Thursday, shows more Americans now have a negative view of the company then before it unveiled the ad earlier this week.

Nike’s favorability rating took a double digit dip from 76-percent to 60-percent. The survey also revealed a drop in the number of people that plan to purchase the brand’s products.

While some praise the company’s decision, others have burned their Nike sneakers in protest.

Nike’s decision drew criticism from President Trump, who has repeatedly called out the NFL for disrespecting the flag.