Nike has pulled a product from shelves after it was accused of trying to profit from "gang culture".

The NikeLab x Matthew Williams balaclava – which was released as part of a collection combining performance, streetwear and tech – has been pulled from sale after coming under fierce criticism including claims that the product commodified and profited from London's 'gang culture'.

At least 51 people have been fatally stabbed in London since the start of 2018 and members of the public took to Twitter to condemn Nike for the product and its marketing, arguing that the casting choice for the campaign played into racial stereotypes surrounding gangs.

https://twitter.com/MrDtAFC/status/1031265910416465920

https://twitter.com/DRileyamusing/status/1031266930462810117

While this product has come under fire, this isn't by any means the first 'balaclava' that Nike has dropped. The technical garments are designed to keep athletes warm in cold conditions – and are particularly prevalent in winter sports – and have been released in several iterations but this is the first time the association with "gang culture" is being accused.

Speaking on the decision to remove the £70 produce from sale, a Nike spokesperson told The Independent:

"These products were part of a wider Nike Training collection, styled on different models and available in multiple markets around the world. We are in no way condoning or encouraging the serious issue of criminal and gang culture."

The item was reportedly sold out at many retailers before Nike took the decision to stop all further sales.