A retired Army captain is standing up for his definition of “sacrifice” following the release of Nike’s “Just Do It” campaign that includes former San Francisco 49ers quarterback Colin Kaepernick.

Tyler Merritt is the Chief Executive Officer of Nine Line Apparel, a clothing line that has taken a stance against Nike’s campaign with its own “Just Stand” shirt.

“They decided to take a stance,” Merritt reported to “Fox & Friends.” “This is our stand.”

Merritt told Fox News that the sacrifices of athletes and everyday people are not equal to those of troops.

“The word ‘sacrifice’ in the military members, it’s something severe,” stated Merritt.

The ad depicting Kaepernick, who was the first to take a knee during a NFL anthem singing in 2016 in a stance against police brutality, reads a motto in the ad saying, “Believe in something. even if it means sacrificing everything.”

Merritt added that Nike’s call to bring Kaepernick into the spotlight for its campaign lacked concern for people who consider Kaepernick’s actions offensive.

Nine Line Apparel’s web site reads, “To soldiers, a Nine Line symbolizes patriotism, hope, and trust in one’s countrymen.”

The first belief for 9 Line on its web site reads, “Respect the flag and what it stands for. The flag represents the sacrifices made by those who have fought and died to preserve our freedom and should be honored as a sacred symbol of all we stand for.”

“Actions speak louder than words,” Merritt said. “If you want to say that you’re promoting social injustice, then actually do something.”