Whether as an intentionally bad move or a careless oversight, some brilliant Walmart employee chose to put a sign above a store's rifle display that read, "Own The School Year Like A Hero" - which is admittedly not a good look for the major retailer.
People cried foul on Twitter and demanded an explanation from Walmart.
In July, Wlamart was roundly denounced on social media and called racist for using the term "n****r brown" to describe a wig cap sold on its online store. "We are working to identify the store involved".
"Charles Crowson, a spokesman for Walmart, told the BBC: "What's seen in this photograph would never be acceptable in our stores".
The report noted that the company has not ruled out the possibility that the image may have been digitally altered in some way.
'Own the school year like a hero, ' the display sign reads.
Walmart immediately condemned the display, issued an apology and called it "truly terrible".
Walmart offered the apology, however, only after some confusion about the store's location and the authenticity of the image was clarified. It wasn't immediately clear if the sign had been removed. "We're very sorry and checking into how this could have happened". Walmart corporate said it didn't mean any disrespect and the display was quickly taken down.
That tweet, though, wasn't the first time Walmart heard about the signage situation. "... People don't seem to honestly care". A photo showed boxes of stacked up to resemble the World Trade Center in what appeared to be an attempt to commemorate the September 11 attacks.