An Indiana-based Walmart is the source of controversy after customers spotted a sign that combined back-to-school shopping and guns, according to the New York Daily News.
The sign read "own the school year like a hero" and was placed hanging above a glass case of firearms.
A photo of the shocking juxtaposition rapidly went viral, with many saying it resurfaced memories of horrific school shooting massacres, such as Sandy Hook and Columbine.
The chain apologized Wednesday afternoon, and said the sign was removed from the Evansville, Ind., store.
"This sign had no business there and was taken down as soon as we were alerted. We are very sorry," the retailer's main Twitter account said to an angry user.
The banner appears to be part of an ongoing superhero-themed marketing campaign unrelated to guns.
A Walmart spokesman told multiple outlets its location was a miscommunication, and that the company is looking into how the sign got there.
The display is one of several Walmart marketing mishaps in recent years.
The mega chain drew fire ahead of the 15th anniversary of Sept. 11 last year,when a Panama City Beach store set up two Coca-Cola towers to signify the World Trade Center with a banner overhead that read "WE WILL NEVER FORGET."
Information from the Washington Post was used in this report.