Sports Experts dumps supplier over alleged anti-French ad

The Sports Experts has removed all Moose Knuckles clothes from its shelves after the supplier...

The Sports Experts has removed all Moose Knuckles clothes from its shelves after the supplier produced an ad depicting Quebec terrorists. (MooseKnucklesCanada.com)

Michel Jean, QMI Agency

, Last Updated: 5:16 PM ET

MONTREAL - The Sports Experts chain has removed all Moose Knuckles clothes from its shelves after the supplier produced an ad depicting Quebec terrorists.

The sporting goods company said it's responding to complaints from clients who flooded its Facebook page in response to a Moose Knuckles promotional video.

The seven-minute clips depicts a paramilitary group called the Quebec Unilateral Federation doing armed manoeuvres in a snowy wooded area.

Several men are seen in a war room, planning an attack using maps and toy soldiers in a room adorned with Quebec flags.

Several scenes show rebels sporting Quebec flags and holding guns and ammunition. A third scene shows the rebels raising a giant Quebec flag over a snow-covered beach.

We are the FUQ - Full Video from Moose Knuckles on Vimeo.

The Moose Knuckles video also shows a boxing match between a man and a topless woman, set to a rap song featuring several instances of the N-word.

"All Sports Experts retailers in Quebec and other provinces have agreed to withdraw the Moose Knuckles products from their stores," Sports Experts said on its website.

The Simons clothing store also said it would pull Moose Knuckles products from its shelves.

Montreal-based Moose Knuckles apologized following the outcry but it had not taken down the video as of Wednesday.

"We apologize to anyone who might have been offended by this satirical campaign," the company said in a statement. "The ... advertisement is a burlesque parody to discourage violence and to show the stupidity of prejudice."

Moose Knuckles appeared far more defiant when a woman emailed the company to complain about the ad.

"Feel free never to buy our products because we don't need your money," read the e-mailed response obtained by QMI Agency.

Moose Knuckles did not return QMI's phone calls.


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