Walmart is apologizing over a photo that appears to show a display marketing guns as back to school items. Veuer’s Natasha Abellard (@Natasha Abellard)

Media: Buzz60

Walmart is apologizing after a photo of a back-to-school store sign placed over a glass firearms display started rocketing across social media.

The sign at an unidentified store read “own the school year like a hero.”

One Twitter user had a simple question for Walmart, the largest retailer of firearms and ammunition in the United States: “What are you suggesting?”

The sign appears to be part of an ongoing superhero-themed marketing campaign that is not related to guns.

The photo appeared to create confusion within the company, whose explanation for the store’s location is at odds with a woman claiming to have seen and photographed the display.