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Under Armour tweeted this photo from its @UAHunt account of hunter Sarah Bowmar with a dead bear in June after she hunted it in Canada with a bow. The company terminated its contract with her last week after a video emerged that she shot of her husband spearing a bear to death.
Under Armour tweeted this photo from its @UAHunt account of hunter Sarah Bowmar with a dead bear in June after she hunted it in Canada with a bow. The company terminated its contract with her last week after a video emerged that she shot of her husband spearing a bear to death.

Under Armour terminated its sponsorship of hunter and fitness guru Sarah Bowmar after she filmed her husband fatally spearing a bear.

The Baltimore sportswear maker ended Bowmar's contract after she took a video of her husband Josh killing a bear with a spear in Alberta, Canada, earlier this summer.

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"Under Armour is ending its relationship with Sarah Bowmar, the wife of Josh Bowmar," the company said in an emailed statement. "The method used to harvest this animal was reckless and we do not condone it. Under Armour is dedicated to the hunting community and supports hunting that is conducted in compliance with applicable federal, state and local laws and hunting practices that ensure a responsible and safe harvest of the animal."

Bowmar posted to her 1 million Instagram followers that Under Armour had ended their contract "due to international social pressure from anti hunters."

"It really breaks my heart, we lived and breathed the brand for years and gave them everything that we had. We will never speak ill of the company. Just wanted to let everything know our current situation and how heartbroken we are when we did nothing wrong. Receiving that phone call was one of the hardest things I've ever went through," she wrote, adding, "Don't be silent in this. If this bothers you- please reach out to UA and let them know."

Hunting advocates have done just that, taking to the company's Facebook page with boycott threats.

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