A Laguna Beach surf shop is apologizing for its black-themed Martin Luther King Jr. holiday sale, saying the promotion was not meant to offend or hurt anyone.
Thalia Surf Shop placed an advertisement on its website Monday titled "Respect," offering 20% off black-colored products like wet suits and T-shirts.
The digitally-altered ad featured Martin Luther King Jr. in a wet suit holding a surf board.
After receiving several negative comments, the ad was taken down.
Owner Nick Cocores also posted an apology on the shop's blog Tuesday, saying there was no harm intended.
"We took down the ad for our sale to hopefully calm the waters and in the future will be more careful in our selection of promotions," Cocores said in the post. "We appreciate the support from customers and patrons of Thalia Surf that know us and know that we meant no harm."
Cocores said the store was just trying to get creative with its promotion.