Nike's new women's trainer sponsored by an England Womens footballer has been slammed for resembling an iron.
Shoppers say the Nike Air Max FF 720, which has two cut outs and a thick clear plastic sole, looks like the household appliance.
They believe this sends out the wrong message - even though England star Fran Kirby and tennis player Laura Robson have endorsed the product.
A spokesperson for feminist group Not Buying It commented sarcastically: "I'm sure they’ll be doing this for men too, of course.
"Maybe it could be paired up with some 'extreme ironing' - you know, when people, mostly blokes, iron while sky diving."
And people have taken to Twitter to share their disgust today.
One drew the connection, prompting a raft of replies with pictures of real irons and captions.
"Nike said... and Nike Iron," one person wrote.
"So we are wearing iron inspired sneakers now? Wow! Wow," another posted.
According to a review on Sneaker News, the new Nike Air Max FF 720 will be available in retailers from June 20.
Ross Dwyer, a writer for Sneaker News, described the shoe as "unlike anything we’ve ever seen before."
He went on to summarise the item as "ladies-only shoes/sandals/wearable concepts."
Nike have been approached for comment on the latest controversy.
This comes after another recent Nike gaffe which saw a woman shave her arms .
People were furious that the company were suggesting women needed to remove hair from yet another part of their body.
Instagram users blasted a promotional photo, in which a model in a sports bra is seen to have a little hair on her armpit.
"This is not freedom, this is not a type of 'I love my body', this is bull****, shave that s***," proclaimed one angry user," read one comment online.
