LAGUNA BEACH (AP) — A Southern California surf shop owner has apologized for its black-themed Martin Luther King Jr. holiday sale and a digitally altered ad showing the civil rights leader in a wet suit.

To honor King, a Thalia Surf Shop online advertisement titled “Respect” slashed 20 percent off black-colored products, such as wet suits and T-shirts.

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The Orange County Register says Monday’s promotion also showed a likeness of King in a wet suit holding a surfboard.

Surf shop owner Nick Cocores on Tuesday posted a apologetic blog on the Thalia website, saying he didn’t intend to offend or hurt anyone. He says the surf shop will be more careful in its promotion campaign.

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