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Columbia Sportswear touched a nerve with protesters in this fire hose commercial

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Columbia Sportswear touched a nerve with protesters in this fire hose commercial

WATCH |  Columbia Sportswear is coming under criticism for a commercial that some believe is insensitive towards the protesters in Standing Rock and other protest movements, including the Civil Rights Movement of the '60s. 

The Columbia Sportswear commercial debuted on Oct. 20, 2016, on Youtube and has been airing since. While the commercial tries to focus on the clothing line's durability in cold, "harsh" weather environments, many online saw the timing of the video a little too insensitive towards recent events at Standing Rock in North Dakota. 

The commercial has continued to air, even after last week's water cannon aggression carried out by the militarized police against protesters.

As snow begins to fall in North Dakota, the peaceful protest with the Dakota Access Pipeline has turned somewhat "violent." Last week's water cannon incident saw protesters sprayed with water in freezing temperatures. Twenty-six people were hospitalized with bone fractures and hypothermia as a result. 

Some on social media commented on the nature and ill timing of the commercial.

We reached out to Columbia Sportswear and received this statement from their spokesperson:

“The ad was filmed this past Spring to provide a lighthearted perspective on the lengths that our employees go to test our products. Our employees are the actors in the ad, and they volunteered for the day. We understand that some people are concerned about the firehose imagery, given current events, and we regret any unintended offense.”

The commercial is still airing. 

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