"Samsung has told Radio 1 Newsbeat it was never its intention to "be insensitive to ongoing conversations around women's safety." "We apologise for how this may have been received," it adds. "The 'Night Owls' campaign was designed with a positive message in mind: to celebrate individuality and freedom to exercise at all hours." Women's safety group Reclaim These Streets has described it as "tone deaf" in light of the death of Ashling Murphy who was killed on a run in January. The 23-year-old's death in Tullamore, Ireland, opened up the conversation about how unsafe some women feel running alone, especially at night. It sparked the hashtag #shewasonarun as posts and stories were shared about women being harassed while out running."