Here's the so-called "Band of Ballers" shirt from athletic apparel company Under Armour.
And here's the iconic image it resembles — of U.S. Marines and a Navy corpsman raising the flag during World War II's Battle of Iwo Jima.
More than 6,800 American troops died in that battle.
On Under Armour's Facebook page, some critics called the shirt "offensive," "disrespectful" and "exploitative."
"Part of you wonders, 'How does it possibly come up with the checks and balances?'" an ESPN reporter told ABC.
But Under Armour quickly responded, apologizing and pulling the shirt. The company says it has "the utmost respect and admiration" for those who serve.
And it's worth noting that Under Armour has demonstrated that support.
"On behalf of all the wounded warriors, you don't know how much it means to be part of the Wounded
Warrior family."
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.
But a look at the comments on Under Armour's Facebook page after the company's quick apology suggests the controversy is likely to blow over with time. Recent comments seem more forgiving.
No word on whether the incident will result in any disciplinary action within the company — which some critics had called for.
This video includes images from the U.S. Department of Defense and the U.S. Marine Corps.
