Nike is under fire for offering police officers a 30% discount for a "law enforcement appreciation day."

Critics are blasting the brand for supporting law enforcement in the wake of a string of shootings involving police officers who killed black men, Quartz reports.

The May 13 promotion coincides with National Police Week, Quartz points out.

But it comes just one month after two nationally publicized shootings — one in South Carolina and one in Oklahoma — in which two black citizens, Walter Scott and Eric Harris, were killed by law enforcement officers.

Critics have called the promotion tone-deaf and now some are calling for a boycott of the sportswear company.

In a statement to Business Insider, Nike said it has held discount days in its stores for first responders, including law enforcement and the military, since the September 11, 2001 terrorist attacks against the US.

"Nike has no intention to offend anyone, nor to imply that we are insensitive to the serious and important issues between law enforcement and black communities in America," the company said. "We care about and support efforts to continue discussions to create positive change and bring equality for everyone in our society."