Walmart is apologizing after a photo of a back-to-school store sign placed over a glass firearms display started rocketing across social media.
The sign at an unidentified store read “own the school year like a hero.”
One Twitter user had a simple question for Walmart, the largest retailer of firearms and ammunition in the United States: “What are you suggesting?”
The sign appears to be part of an ongoing superhero-themed marketing campaign that is not related to guns.
The photo appeared to create confusion within the company, whose explanation for the store’s location is at odds with a woman claiming to have seen and photographed the display.
Charles Crowson, a spokesman for Walmart, told The Washington Post that the chain’s operations team is working to identify the store in question, which involves looking for what Crowson said they have referred to as “patient zero” – the first photo of the display. Crowson said the display and the configuration of the store suggest the photo is legitimate. It was not clear whether the sign was placed there by an employee or a shopper.
“What’s seen in this photograph would never be acceptable in our stores. We regret this situation and are looking into how it could have happened,” he said in a statement. He declined to comment on whether Walmart officials acknowledged the connection critics were making between guns and mass shootings on school campuses.
Crowson also said early indications the sign was at a store in Evansville, Indiana, were incorrect.
Leeanna May, who told The Post she took the photo, disputes that assertion.
May said she was in Evansville on an early…
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