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The All Blacks' official Twitter account has been forced to delete a post following huge backlash online.
The legendary New Zealand rugby team decided to celebrate International Women's Day earlier this week by posting a picture of a bunch of Kiwi players with a message of support.
But fans were quick to pull them up on it.
"Forever grateful to all the women in our lives that allow us to play the game we love. Partners, mothers, daughters, doctors, physios, referees, administrators and fans. Appreciate you every day," the caption read.
The post itself featured the likes of Sevu Reece and Aaron Smith, both of whom have controversial pasts.
In 2018 Reece avoided conviction in a domestic abuse case, while Smith was involved in a sex scandal which almost cost him his place in the All Blacks jersey.
So when both men featured in the post, fans online were quick to remind the All Blacks that neither person is exactly a good representation of the occasion.
Some labelled the social media post "a meaningless PR stunt" while others said it was "wrong on so many levels".
One person tweeted: "This is probably the most tone deaf tweet I think I've ever seen. To include Sevu Reece on an International Women's Day post and to not even post anything about the Black Ferns."
While another added: "Sevu Reece beat his girlfriend in the street, let's use him on our International Women's Day post. Oh, and make sure you don't mention the Black Ferns at all' - All Blacks social media team this morning."
As one said: "You know you have a women's team, right? Also, Sevu Reece? Really?"
And another concluded: "You include Smith and Reece let leave out the Black Ferns? Think you got this wrong on so many levels that leaves this as a meaningless PR stunt."
The original post was eventually deleted and New Zealand Rugby came out and issued a public apology.
In a statement to the NZ Herald, the sport's governing body said "we didn't get it right".
"NZR and our Teams in Black celebrated International Women's Day across all of our digital channels and our intent was to portray the many roles women have in our game," a New Zealand Rugby spokesperson said.
"We didn't get it right and we apologise - our entire rugby whānau are so proud of our Black Ferns and all our wāhine, in everything that they do on and off the pitch."
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