Nike is cutting ties after 50 years with a mom and pop shop in the Tremont section of the Bronx.

For half a century, shoppers could find Nike products in Frank's Sport Shop. But in a moment’s notice, Nike put a stop to that partnership.

"We got a letter one day that says ‘you’re no longer an account,’" said Ron Stein.

"The letter was very cold. It was a cold letter," said 92-year-old owner Moses “Moe” Stein. "Without any consideration whatsoever, now I take personal offense to this."

The owners say they feel that it’s a low blow by Nike because they have been supporting the company since before Nike was a household name.

"I’m a Bronx boy. They pick on poor little Bronx," Moses Stein says.

Stein said as a store in the poorest congressional district in America, Nike’s decision is unfortunate.

"You want them to have respect for you and what they’ve done with you, as I said. I don’t know who in the Bronx has been longer with Nike than us or even ,etro New York to be honest with you," said Ron Stein.

Word of Nikes decision to cut ties with Frank's started to spread so that's when the Yankees called.

"And said that they have their legal department looking into it and are going to try and help out," Ron Stein said.

A Nike spokesperson has said in a statement, "We are always looking at the marketplace and how best to serve our consumers. As part of this, from time to time we do make adjustments to our sales channels, in order to optimize distribution."

"There is no upside to Nike. What does it gain for them?" Ron Stein said.

Customers said they are siding with Frank’s on the matter.

As for Frank's, they say they have received a great deal of support from other vendors and the community.