Nike's new balaclava range has been described as "menacing" with critics in the UK accusing the sportswear giant of promoting and glorifying gang culture.
The criticism has been focused on the marketing of the product which appears to show a young black model wearing the headwear which covers most of his face.
The £70 (A$122) balaclava, which no longer appears for sale on the brand's website, appears to also include a gun holster.
Nike has been accused of marketing the product to young people after a gang-inspired look. Source: Supplied
Social commentator Paul McKenzie said marketing the product at young people who want a "gang-inspired look" was going too far.
“We look at images of young people on the street and they look menacing already, and so Nike decides to bring out a balaclava range which looks absolutely menacing. Maybe I’m getting old, maybe I’m a dinosaur, but this balaclava range looks quite inciteful [sic]" he said in a Facebook video that has been viewed more than 23,000 times.
Comedian White Yardie also attacked Nike's marketing.
“Tell me this a joke, because right now it looks like you are targeting the young people who are involved in gang crime, and with all these recent stabbings that we have been seeing right now in London, this is definitely something we don’t want to see,” he said.
Youtuber Mr DT said Nike had made a "big mistake" by trying to cash in on gang culture.
Nike has defended the product which it said was part of a broader range of cold-weather training gear.
"We are in no way condoning or encouraging the serious issue of criminal and gang culture," the spokesperson said.
