Dortmund CEO Hans-Joachim Watzke said: "This behaviour is unworthy of a big corporation. It can't be that we have to force through the economic interest of Nike in this way. Our partner is Puma."
Puma, who not only supply BVB's kit but are also a shareholder in the club, released a statement: "We are surprised that a competitor puts a player in such a situation."
The striker scored his 24th Bundesliga goal in as many games this season, and his celebration earned him a yellow card.
Per ESPN FC's Stefan Buczko and Bleacher Report UK's Lars Pollmann, manager Thomas Tuchel commented on the celebration but does not want Aubameyang to change:
According to Uersfeld, the club had said they would be speaking to the Gabon international earlier in March after he appeared to dye the Nike logo into his hair.