Despite the backlash, Nike reported a 31-percent increase in online sales over Labor Day weekend compared to the same period past year.
Merritt, who served multiple times in Iraq and Afghanistan, also took issue with the slogan accompanying Kaepernick's ad - "Believe in something, even if it means sacrificing everything". But the research confirms that, at least for now, the company is suffering no negative repercussions in sales.
But the ad has the backing of many top athletes, Williams and National Basketball Association superstar LeBron James appearing in the video, and the message - "Believe in something, even if it means sacrificing everything" - drew praise from Woods. Many made a decision to boycott Nike and posted photo and video of them destroying their Nike apparell.
A fuller comment of the commercial's effect on sales may be unveiled September 25, when the company reports its quarterly results.
The footwear and apparel maker's campaign this week further stoked a national debate over social justice that Kaepernick and other NFL players sparked with their protests aimed at addressing police brutality against minorities, racial injustice, and reforming the criminal justice system.
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Others have applauded the move by Nike, including golfer Tiger Woods.
Falwell said they are exploring the situation and that if Nike believes law enforcement is unfair and biased, they will look around - but will honor any contract that is in tact.
Shares of Nike tumbled early Tuesday on worries the sport goods giant's new marketing campaign around Colin Kaepernick could harm sales.
But although he is not in the latest Nike campaign, Woods gave the commercial a public thumbs up.
Speaking from the BMW Championship, Woods says Nike is "trying to get out ahead" and "do something special". "It's a attractive spot".
Nike doesn't release sales numbers, so Edison pulled real purchasing data from a panel of 3 million users to identify the upward trend.