Mountaintop removal mining activists are demanding Nike pull its promotional ad for a new West Virginia University football uniform because it features a strip mine.

The gear was designed in tribute to 29 men killed in the Upper Big Branch mine explosion. But activists including Bo Webb point out the mine was an underground operation.

They say the ad suggests WVU and Nike endorse the controversial form of strip mining, and Webb wants apologies to the people harmed by such mines.

A WVU spokesman did not have an immediate response. Oregon-based Nike did not immediately respond to messages Thursday.

The gear is to be worn for the November 26 game at Pitt.

The off-white clothing is intended to appear coated in coal dust, and the number 29 is on the coal-black helmets.

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