When Under Armour released its "Band of Ballers" shirt, people quickly began noting its resemblance to the iconic image of U.S. Marines and a Navy corpsman raising the flag during World War II's Battle of Iwo Jima -- a battle in which more than 6,800 American troops died in that battle.
As Business Insider notes, "The 'Band of Ballers' T-shirt is imprinted with the silhouettes of men raising a basketball hoop."
It's worth noting that Under Armour has demonstrated that support.
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.