Clothing giant Reebok has been accused of promoting gun-culture to young males. The 2 million pound advertising campaign launched by the sportswear label and featuring 50 Cent, Jay-Z and Dame Kelly Holmes has outraged the ad watchdogs. The TV ads show rapper 50 Cent counting to nine, meaning that he has been shot nine times and survived and the brand’s press campaign shows him alongside police fingerprint records.

The campaign was slammed by anti-gun charity The Disarm Trust, as 'irresponsible and despicable', and 'preying on young impressionable males'.

Reebok's spokesman, however, denied that the clothing retailer had had any intent to promote violence:

"Reebok does not condone every action, choice or view expressed by the athletes and entertainers who wear our products," said the spokesperson.

The campaign, which features the slogan 'I am what I am' is a brainchild of New York-based agency Mcgarrybowen. The celebrities have been chosen as brand embassadors because they are "individuals, they stand out from the crowd, they are true to themselves and they achieve things in their own unique way".