Holly Morrison, KRDO, Glenwood Springs - A sportswear company based out of Brazil issued an apology on Thursday after an Instagram photo of its models standing in Hanging Lake received major backlash. 

Liquido Active posted the photo of their commercial filming on Wednesday but have since deleted it after the massive amounts of negative feedback. 

The photo shows a photographer wading in the water, taking pictures of models sitting on the famous log that runs across the top of the water. 

A well-known Instagram account that bashes people who disrespect nature in Colorado even took a shot at Liquido Active. 

The company posted an apology on social media on Thursday stating in part, "We have learned a hard, painful lesson to research our photo shoot destination spots."

Liquido Active also said that it has made donations to Colorado Parks and Wildlife and Volunteer for Outdoor Colorado. However, Hanging Lake is under the jurisdiction of White River National Forest, not CPW. 

It is being reported that the Forest Service has launched an investigation.