Under Armour drops hunter’s sponsorship as criticism mounts

The company terminated its relationship with the influential partner after a video of her husband killing a bear with a spear made its rounds online.

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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.

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