Wednesday 12 October 2016 13:48, UK
It was a protest that began with one player sitting for the national anthem. It wasn't until the third game of pre-season that Colin Kaepernick was spotted, and the news story turned into a contentious political chip in the race for presidential election.
The 49ers quarterback has been made the week six starter for San Francisco's game against the Buffalo Bills, and is backing himself to impress after restructuring his contract to remove an injury guarantee. But the six-year veteran, who helped the 49ers to the 2012 Super Bowl, has been in the spotlight all season after refusing to stand for the Star Spangled Banner, which plays ahead of every game.
Despite being the back up so far this season, Kaepernick jerseys are the highest selling on the NFL's online site, and players - both team-mates and opposition - are growing in their support for his cause, which he announced after the 49ers' pre-season game against the Green Bay Packers.
"I am not going to stand up to show pride in a flag for a country that oppresses black people and people of colour," Kaepernick said.
"To me, this is bigger than football and it would be selfish on my part to look the other way. There are bodies in the street and people getting paid leave and getting away with murder."
Kaepernick, born to a white mother and African-American father, and adopted as a baby by a white family in Wisconsin, has polarised opinion with his decision to kneel during the national anthem. The 49ers organisation, while not supporting their player, have stated that it is Kaepernick's right to protest, and have donated $1m to improve collaboration between law enforcement and the communities of the Bay Area.
However, this is a larger issue than one city or state. Residents in North Carolina rioted after Keith Lamont Scott was shot by police on Tuesday, September 20. Speaking in the midst of the trouble, Carolina Panthers quarterback Cam Newton said he was in a "lose-lose" situation when talking about social justice as people were too quick to comment.
"I'm in a position now where it's like, if I say something, it's going to be critiqued," said Newton. "And if I don't say something, 'oh, you fake.' I'm a firm believer of justice. I'm a firm believer of doing the right thing. And I can't repeat it enough; of just holding people accountable.
"I'm an African-American. I am not happy with how justice has kind of been dealt with over the years - the state of oppression in our community."
Seattle Seahawks cornerback Richard Sherman also used his latest press conference to address the social issues surrounding Kaepernick's protest.
"The reason these guys are kneeling, the reason we're locking arms is to bring people together to make people aware that this is not right. It's not right for people to get killed in the street.
"And so when a guy takes a knee, you can ignore it. You can say he's not being patriotic, he's not honouring the flag. I'm doing none of those things. I'm saying, straight up, this is wrong and we need to do something."
Athletes making a statement is not something new, or limited to the NFL. At the 1968 Mexico City Olympics, Tommie Smith and John Carlos raised their fists in a 'black power salute', demonstrating against the treatment of black Americans.
In recent years, the St Louis Rams and LeBron James have actively protested social justice issues, but Kaepernick's continued stance has led players from all franchises supporting the quarterback.
Greg Milam, US Correspondent for Sky News, believes that what started as one man making a stand for a cause has now become a vehicle for certainly raising, if not addressing the social issues in America today.
"There is no doubt that this is now a national talking point, especially since he took his protest into the first Monday Night Football game," he said. "From a lone act in a pre-season game to now, the fact that other players have joined in, along with players in other sports, with audiences in the tens of millions, I think has taken this to another level.
"All of the increased attention, the debate and anger, also makes people wary - the issues around injustice faced by minority communities are extremely emotive and, as we've seen before, those tensions can boil over. The fact is that this is an uncomfortable issue for so many people, though, that is kind of the point Kaepernick is making."
Milam believes that a sporting protest was too big of a stage for American politics to ignore. With the country due to elect their new president in November, the issue has not escaped the politicians. President Barack Obama was quick to support Kaepernick's right to protest.
"In some ways, that has more to do with how American politics works today, jumping on a bandwagon, getting some airtime, but this year's race has been divisive and there are a lot of angry people out there. An issue with sport, race, injustice and national pride is too big a target", said Milam.
"It also means that it is sometimes hard for the facts (that the players say they respect the military, for example) to be heard above the noise and outrage. The very fact that that the national anthem is played at regular sporting events in the US is evidence of just how seriously people take pride in America."
With Kaepernick starting his first game of 2016, the focus will be on the quarterback more than ever. The highly contentious nature of this debate will continue to divide fans, but it promises to keep the subject in the headlines, all the way until the presidential election on November 8.
