Oscar Pistorius remains in jail Thursday, charged with murder in the shooting death of his girlfriend, Reeva Steenkamp, and as he sits in his cell, billboards featuring the double-amputee Olympic runner are being pulled down all over South Africa.
Pistorius is due in court Friday as forensic investigators scour the crime scene for evidence, authorities said.
There are billboards of Pistorius, a hero to many, endorsing various products throughout the country.
After news of his arrest broke, crews were seen removing the billboards in multiple locations. There has been no word as to who ordered the billboards to be removed.
Pistorius is sponsored by Nike, British telecommunications firm BT, sunglasses maker Oakley and French designer Thierry Mugler.
"We are shocked by this terrible, tragic news. We await the outcome of the South African police investigation," BT said in a statement.
A Nike representative said the company was "saddened by the news, but we have no further comment to make at this stage."