The fight is on against Lowe’s.  Sparks are flying after the hardware giant pulled its ads from TLC’s All-American Muslim reality show that features, like the title suggest, all-American Muslims. Heading up the fight for those of all religions to appear on the same channel as sister wives, hoarders, and toddlers with tiaras is Russell Simmons who is calling on everyone to act.

A Lowe’s spokesperson said they pulled the ad “after hearing the concerns we received through emails, calls, through social media and in news reports," and that it was not their “intent to alienate anyone.”

Except of course, they did. 

 “This can’t happen in America; [Lowe's] needs to fix this immediately,” Simmons told EW. “They can’t get away with that, it’s ridiculous. There are American principals at stake here. I can’t imagine the Anti-Defamation League, the NAACP, the National Urban League, or any organization that fights for their own rights will allow this to happen to any other group because they know they’re next.”

He has also threatened to organize a boycott, but is giving them a chance. “I don’t want to take my time and start a boycott — don’t make me do that.”

California state senator Ted W. Lieu is also stepping into the fight saying, “I call on Lowe’s to rescind its action and apologize to Americans who are Muslim. If Lowe’s continues its religious bigotry, I will encourage boycotts of Lowe’s and look into legislative remedies.”

It’s your move Lowe’s.