Sarah Bowmar. Twitter Under Armour has ended its endorsement deal with hunter and fitness star Sarah Bowmar after she posted a video to YouTube of her husband, Josh, brutally killing a black bear with a 7-foot homemade spear, The Daily Mirror first reported.

The 13-minute footage was posted to the couple's Bowmar Bowhunting channel in June and was captured in Alberta, Canada, using a GoPro camera, which was attached to the weapon.

Both Bowmars — who own the Bowmar Fitness supplement and online coaching company — are wearing Under Armour clothing in the video, which was viewed more than 200,000 times but has now been removed. (The video, which is very graphic, can be viewed on The Daily Mirror.)

Commenters on social media were particularly perturbed by the joy Josh appeared to show when killing the animal — cheering to the camera and fist-bumping his wife. Animal-rights activists expressed concerns the bear could have taken up to 20 hours to die, The Daily Mirror reported.

The video sparked a petition, signed by more than 4,000 people, calling on Under Armour to drop its sponsorship of the Bowmars.

Only Sarah is an Under Armour-sponsored athlete. She was signed by the Baltimore-based sports apparel firm to star in its first women's hunting campaign, "The Women of Will," in January this year.

The petition reads: "Regardless of their impressive fitness techniques, Under Armour needs to drop their sponsorship of Bowmar Fitness immediately. In video after video, these two showed a sickening pleasure in the suffering and death of the animals they hunted (usually for fun). It is disgraceful for a company like Under Armour to be associated with Josh Bowmar and his fitness and hunting businesses."

Under Armour confirmed it had dropped its deal with Sarah on Friday.

"The method used to harvest this animal was reckless and we do not condone it," an Under Armour spokesperson told Business Insider. "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."

Sarah expressed her confusion on Twitter about Under Armour severing ties with her:

She retweeted messages of support from her fans.

The Guardian reported on Tuesday that the Alberta environment ministry described the Bowmar video as "archaic" and "unacceptable," and that a ban on spear hunting is being introduced this fall.

"In the meantime, we have asked Fish and Wildlife officers to investigate this incident to determine if charges are warranted under existing laws," a ministry spokesperson said in a statement.