What is the rationale for burning your Nike shoes (that you have already paid for) to protest Nike using Kapernick in its ads?

If the protestors want to boycott Nike for using Kapernick in their ads, then don’t buy shoes in the future.

How does burning shoes *that you already own do any damage to Nike?*

This seems like one of the more ill-thought-out protests that the right wing has come up with.