Own the School Year Like a Hero refers to a sign placed above a Walmart gun display case which widely circulated online in mid August 2017, leading the multinational retailer to publicly apologize.
On August 9th, 2017, Twitter user @OMGItsBirdman tweeted a photograph of a Walmart rifle display with the sign “Own the School Year Like a Hero” placed on top (shown below). Within 24 hours, the tweet gained over 63,000 likes and 31,300 retweets.
Shortly after the tweet began circulating, the @Walmart Twitter feed posted an apology, claiming they “removed the sign as soon as we found out about it” (shown below). Meanwhile, the photograph was submitted to 4chan’s /pol/ board, where it received more than 300 replies within 24 hours.
Also on August 9th, the photograph reached the front page of the /r/funny, /r/dankmemes, /r/ShitAmericansSay and /r/facepalm subreddits. In the comment sections, many Redditors speculated that the sign was placed on top of the display by the person who took the photograph. Meanwhile, Redditor SpongeDot uploaded the picture with a stock photo of a father and son with the caption “Son, summers over and it’s time for you to pick up the family business” to /r/MemeEconomy (shown below, left). The following day, Redditor Magenta_Nazgul1 submitted the image with the caption “What is the best pencil for school? help” to /r/MemeEconomy (shown below, right).