Clothing retailer Lululemon quickly reversed course on Thursday after being inundated with criticism for suggesting Beyoncé new line of activewear was an imitation of its own sportswear brand.
Beyoncé released the new collection, dubbed Ivy Park, on Thursday, amid speculation that new music might be next. Soon after the news broke, Lululemon fired back on twitter, apparently calling out Beyoncé as a copycat.
“They do say imitation is the best form of flattery. Maybe Beyonce is so Crazy In Love with our brand, she made her own,” the company wrote in a since-deleted tweet.
Unsurprisingly, the response from the singer’s fans was swift and fierce. Lululemon later apologized, taking to Twitter again to say they meant no harm—and were big fans themselves.
“Everyone needs a little healthy competition,” Lululemon later posted.
Lululemon did not immediately respond to TIME’s request for comment.