Nike's new balaclava range has been described as "menacing" with critics in the UK accusing the sportswear giant of promoting and glorifying gang culture.

The criticism has been focused on the marketing of the product which appears to show a young black model wearing the headwear which covers most of his face.

The £70 (A$122) balaclava, which no longer appears for sale on the brand's website, appears to also include a gun holster.

Social commentator Paul McKenzie said marketing the product at young people who want a "gang-inspired look" was going too far.

“We look at images of young people on the street and they look menacing already, and so Nike decides to bring out a balaclava range which looks absolutely menacing. Maybe I’m getting old, maybe I’m a dinosaur, but this balaclava range looks quite inciteful [sic]" he said in a Facebook video that has been viewed more than 23,000 times.

This is a disgrace #Nike marketing Gang Culture a £70 Balaclava. #knifecrime is out of control especially in London. Gang Culture is becoming out of control. This is disgusting gang culture fashion for profit. I can’t believe this is happening ! pic.twitter.com/w2gtAVK7Vt — Pete Price (@PeteCityPrice) August 20, 2018

Comedian White Yardie also attacked Nike's marketing.

“Tell me this a joke, because right now it looks like you are targeting the young people who are involved in gang crime, and with all these recent stabbings that we have been seeing right now in London, this is definitely something we don’t want to see,” he said.

Youtuber Mr DT said Nike had made a "big mistake" by trying to cash in on gang culture.

THIS IS NOT RIGHT @nike @nikelondon



I think you’ve made a big mistake on this one, targeting the current Gang culture for profit, there’s 100’s of dead kids parents that you should be thinking about before you made these, let alone put them out for sale. pic.twitter.com/lPRoYWzyWX — MR DT © (@MrDtAFC) August 19, 2018

Nike has defended the product which it said was part of a broader range of cold-weather training gear.

"We are in no way condoning or encouraging the serious issue of criminal and gang culture," the spokesperson said.