Puma recently teamed up with JD Sports to host a ‘House of Hustle’ party in London. Invitees were sent Puma shoeboxes stuffed with fake £50 notes, a £10 phone, and instructions saying “turn on the trap line”, Dazed reports. The phone had a pre-loaded message which read “Yo G what u sayin today? Pass tru the House of Hustle”.

The ‘House of Hustle’ itself was covered in graffiti, with smashed-out windows and mattresses on the floor. Rappers including Loski performed at the party, while tattoo artists were also provide guests with fresh ink.

The party has come under criticism for its insensitivity. Social worker Amber Gilbert Coutts took to Instagram to share an informative open letter. Coutts called the party “far from cool”, explaining that “adolescent drug dealing so often results in violence, exacerbated deprivation, and community pain”. The letter was widely met with support. Musician Kindness even called for a boycott of Puma. As of April 11, neither Puma nor JD Sports have responded to the criticism.