Adidas this week was forced to apologize to the people of Colombia for misspelling the name of their country.
The German company placed a bunch of Columbia soccer posters in its U.S. stores, unintentionally angering an entire nation of customers who have long been tormented by foreigners misspelling their country's name with a "u" instead of an "o".
Adidas issued its apology on Tuesday after Colombians living in the U.S. noticed the misspelled posters in Adidas stores and posted the pictures, on social media.
"We value our partnership with the Colombian Football Federation and apologize for our mistake,” Adidas wrote in a statement that was quite difficult to find on its website. “We removed these graphics and are quickly installing new versions today."
Adidas has been sponsoring Colombia's national soccer team since 2011. The team, ranked third in the world in FIFA´s standings, is currently playing in Copa America Centenario, an international tournament that is taking place in several U.S. cities.
For many Colombians, the Adidas blunder was more than just a foolish mistake. One Twitter user, who identified herself as Stephanie P, even wrote an angry letter to the company's U.S. headquarters.
“..It is unbeknownst to me why the correct spelling of COLOMBIA is so difficult to comprehend,” Stephany P. wrote. “However it is even more infuriating to see a multi-billion dollar company, as Adidas, misspell the national campaign for the country´s team.”
Adidas isn't the only one making mistakes during the U.S.-hosted Copa America. During a recent match, organizers at the University of Phoenix stadium confused Uruguay's anthem for that of Chile, bewildering the South American nation's players as they stood on the field for pre-match ceremonies.
A couple days later organizers of the Bolivia vs Panama match at the Citrus Bowl in Orlando made another blunder when they held the Andean nation's flag upside down.
Instead of bringing the two regions closer together, the Copa America so far seems to be reinforcing everything Latin Americans think about gringos.
Manuel Rueda is a correspondent for Fusion, covering Mexico and South America. He travels from donkey festivals, to salsa clubs to steamy places with cartel activity.