Puma recently landed itself in hot water after hosting a controversial event in London. The brand teamed up with JD Sports for the ‘House of Hustle’ party, which took place in Soho. Inspired by drug dealing, the party was designed to look like a dishevelled drug house. Invites were sent out in shoeboxes stuffed with fake money, along with a £10 phone pre-loaded with a message in street slang that alluded to drug dealing. Both Puma and the event were criticised, with social worker Amber Gilbert Coutts and musician Kindness saying the ‘House of Hustle’ was insensitive.

Now, Puma has released a statement apologising for the fallout, Dazed reports. The brand claims that they used drug dealing slang, “with the intention of the colloquial interpretation of ‘hard work’ and ‘hustle’”. They went on to say that “these words can in some contexts be associated with the illegal drug trade”. Puma went on to clarify that it “in no way endorses or intends to glamourise drug culture”. The statement concluded with “We apologise for any upset or offence caused in the usage of this language”.