Sporting goods giant Nike said Friday it was ready to withdraw print ads criticized as homophobic, The Associated Press is reporting.

The print ads, already showing in New York City subway stations, show a basketball player dunking a ball with his crotch slammed in the face of another player. The tag lines read: “That Ain't Right,” or “Is That Cute.”

The company at first defended the campaign: “The advertisement in question is based purely upon a common insight from within the game of basketball – the athletic feat of dunking on the opposition."

Spokesman Bob Applegate also underlined the company's commitment to diversity: “Nike has a strong record of support for diversity in sport and the workplace, and is proud to have been honored with a 100 percent score over several consecutive years in the HRC Foundation's Corporate Equality Index.” Applegate was referring to the Human Rights Campaign's gay friendly corporate index.

Portland, Oregon, ad agency Wieden+Kennedy, which created the ad, posted an entry on their blog addressing the ad titled “Hypersensitive, Y'all?”

But readers of the blog did not agree. Many, in fact, said they did find the ad offensive. One reader commented, “WK studio should be ashamed of itself for running these homophobic ads.”

Nike said it would remove the ads as quickly as possible “to underline our ongoing commitment to supporting diversity in sport and the workplace,” Applegate told The Oregonian.

Nike's move comes just hours after U.S.-based candy company Mars said it would withdrawal a Snickers television ad in the U.K. deemed offensive by gay rights groups.