The company offers military discounts on its gear and is also a partner of the Wounded Warrior Project, which helps injured veterans and their families.
Not to mention that a look at the comments on Under Armour's Facebook page after the company's quick apology suggest the controversy is likely to blow over with time -- as recent comments seem more forgiving.
There is currently no word on whether the incident will result in any disciplinary action within the company -- which some critics had called for.
Under Armour Band of Ballers Iwo Jima t-shirt reactions
Under Armour pulls controversial 'Band of Ballers' T-shirt
Under Armour has the utmost respect and admiration for active duty service men and women and veterans who have served our country. (1/3)
We deeply regret and apologize the release of a shirt that is not reflective of our commitment to support & honor our country's heroes (2/3)
We have taken the necessary steps to remove this shirt, and any related shirts, from all retail and ensure this doesn't happen again. (3/3)
@UnderArmour this is disgusting and a slap in the face to my fellow #Marines. "Band of Ballers" shirt? Such a shame http://t.co/BXJASwCCoa
@UnderArmour and to do this on Armed Forces Day too! Total disrespect. Get some people on UA Board who know what Iwo Jima is!
@UnderArmour How does it get to market before someone objects? Who is in the design/marketing team? Asleep at their desks?
@UnderArmour what a disgrace to go against the most iconic statue of the US you should be ashamed of yourselves it was not a mistake
@UnderArmour really unfortunate that yall stopped selling a great design.
@UnderArmour I appreciate the apology but you've made a lot of money from the military and us troops. Never should have happened.
@UnderArmour As a vet & an artist I thought it was a somewhat clever design. Maybe if u wold have donated a chunk of proceeds 2 Wounded Warr
@UnderArmour 6,821 US military died at Iwo Jima, 27 Medals of Honor 14 of them posthumously. It isn't about sensitivity, it's about respect.
@UnderArmour Army vets are commending the shirt. Bring it back. I thought it was great.
@UnderArmour It shouldn't be compared a bunch of overpayed athletes putting up a basketball hoop. Be mindful. Stop thinking about money.
@UnderArmour I didn't think the shirt was offensive, but kudos on your unequivocal apology and rectification. Corporate rolemodels for sure!
@UnderArmour If you have the utmost respect for members of the Armed Forces & veterans, why then print such a shirt?