Consumer outrage has forced Under Armour to pull its new "Band of Ballers" T-shirt from stores after the design generated outrage by using imagery mimicking the raising of the U.S. flag over Iwo Jima during World War II.
His sentiments were reflective of many Marines' — present and past. Some lashed out via Twitter.
Under Armour quickly apologized for use of the imagery.
Despite widespread outrage, some consumers were unoffended or quick to forgive.
"Veteran here. I am upset about the shirt but I waited for #UnderArmour to issue a statement. They owned up to it and so we move on," wrote David Zellmann, in response to Under Armour's Facebook apology.
Another said that since the shirts are already made they should be repurposed to benefit veterans.
Under Armour is by no means the first company to be flogged by consumers for using the raising of the flag atop Mount Suribachi on Iwo Jima to market a product or cause.
In 2010, a British Airways employee's union came under fire for using the image during a dispute with the airline over moves to cut costs and reduce its workforce. The union emblazoned "BASSA" for British Airlines Stewards and Stewardesses Association on the flag and "United we stand" below the image.
At the time, the executive director of the Marine Corps War Memorial Foundation, which cares for the Marine Corps War Memorial in Arlington, Virginia, said it was in poor taste and that he was glad to see that it had upset veterans not just in the U.S., but in the United Kingdom as well.
"The use of this image by this group to promote their agenda is inappropriate and repugnant," Jim Donovan said.
Marines have even used social media to call out individuals like rapper 50 Cent for misusing military uniforms. He has been spotted wearing dress blues as a controversial fashion statement on more than on occasion, while accessorizing the uniform with a baseball cap, or alternately a Navy officer's cover.