STURBRIDGE, Mass. (WPRI) — A Massachusetts jewelry store’s take on the ongoing NFL national anthem controversy is stirring up a controversy of its own.

The billboard for Garieri Jewelers says “If you’re going to take a knee this season please have a ring in your hand!”

The advertisement is in direct reference to the NFL kneeling controversy in which players have been kneeling during the national anthem to protest what they call racial injustice.

The billboard is getting mixed reactions. Some finding it funny. Others calling it insensitive and racist.

In fact, the store’s owner, Scott Garieri, said his family has received several death threats because of the advertisement.

He said was not trying to push buttons and thought it was a good play on words.

Despite the threats, Garieri said he plans to keep the billboard up until the end of football season.