Oxford United released an American-style sportswear collection called the "Campus Collection" on Friday, which inadvertently carried the slogan "United 93" on its clothing items. The phrase was intended to reference the club's founding year of 1893, but it coincided with the name of United Airlines Flight 93, which was hijacked during the 9/11 terrorist attacks on 11 September 2001. The collection was hastily removed from the club's website within approximately two hours after launch, and the club issued a formal apology acknowledging their failure to undertake proper due diligence and their lack of understanding regarding the historical context and associations of the slogan.

The timing compounded the sensitivity of the error. The club had originally planned to launch the collection on 11 September—the 25th anniversary of 9/11—but delayed the launch following concerns about insensitivity. However, when the collection finally went live on Friday, the oversight remained unaddressed. United 93 was one of four planes seized by al-Qaeda terrorists that day; passengers on the flight staged a mutiny that prevented hijackers from using it to target a government building in Washington DC, and the plane ultimately crashed into a field in Pennsylvania, killing all 44 people on board. Fan reaction proved mixed, with some calling it an unforgivable mistake whilst others acknowledged there was no malicious intent, only a significant lapse in judgment.