Under Armour cut ties with a female hunter after her husband and business partner posted a video of himself killing a bear with a spear.
Josh Bowmar posted the video—which was shot in Alberta, Canada with a GoPro camera strapped to the spear—in June. It took a while for the post to make its rounds. The video has since been made private on YouTube, but, according to Mirror, Bowmar “leaves the animal to die a slow, excruciating death.”
Several animal rights activists—and even seasoned hunters—condemned the video.
Humane Society International official Masha Kalinina issued the following statement:
The glee with which the hunter celebrates spearing the bear’s vital organs is a cheap act for the camera and the sick fans of this YouTube channel.
A Change.org petition called on Under Armour to remove the Bowmars from their payroll, even though Sarah Bowmar was the only one who actually had a relationship with the company.