37-year-old Kim Kardashian has shared a photo on her Instagram which has sparked controversy - and a Kiwi sportswear brand is smack bang in the middle of it.
The mum-of-three shared a photo of herself in a pair of bike shorts from sportswear company 2XU, founded by a Kiwi and two Australians.
And the internet have been raging over whether or not it's appropriate as it shows Kim removing a bra while her daughter North captures the shot.
Even though there's an argument waging in the comments, it's a plus for the brand as Kim has 107 million followers.
The brand was started up by a trio and includes former Kiwi triathlete Jamie Hunt.
Last year Hunt and his team were called upon by Kardashian's husband, rapper Kanye West, to feature their product in his Yeezy 5 fashion show.