In response, Michael B. Jordan has taken to social media himself to announce his decision to return to the drawing board with regard to naming his brand (via NBC). He made the following announcement on Instagram: "I just wanna say on behalf of myself & my partners, our intention was never to offend or hurt a culture (we love & respect) & hoped to celebrate & shine a positive light on." 

He went on to say that he spent the past few days soaking up the feedback and making a decision, noting, "Last few days has been a lot of listening. A lot of learning & engaging in countless community conversations ... We hear you. I hear you & want to be clear that we are in the process of renaming." He also flat-out apologized, saying, "We sincerely apologize & look forward to introducing a brand we can all be proud of."