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A California surf shop has received complaints after featuring Martin Luther King’s image on a promotion for its black sale items.

Thalia Surf Shop in Laguna Beach superimposed the civil rights leader’s face over a picture of a man in a wetsuit holding a surf board for its Martin Luther King Day sale.

But the outlet has been criticised for the crass use of Dr King’s image in an advertisement, especially on a national holiday honouring his influential beliefs, with commentators saying the promotion showed ‘bad taste’ and was ‘wildly inappropriate’

The store’s promotion, initially titled ‘Proud to be Black’ but later changed to the ‘Respect Sale’, offered 20 per cent of all black products sold by the shop on January 17, in honour of Martin Luther King Jr Day.

The Laguna Beach store’s website had featured the digitally altered image of Dr King but that has since been removed since the local Orange County Register newspaper publicised the controversial campaign.

‘It’s our slow time of the year, so we’re always getting creative,’ the shop’s owner Nick Cocores explained.
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