Blues coach Pat Lam has hit out at the racist abuse that he has received from "faceless people" on social media.
Lam has come under increasing pressure after a poor start to the Super Rugby season - with his star-studded Blues squad managing just one win.
And while Lam, who was born in Auckland to Samoan parents, can accept criticism over his side's displays he has been left angered at comments aimed at his heritage.
Lam, who made one appearance for the All Blacks before going on to captain Samoa, broke down at his press conference on Wednesday when asked about the racist taunts.
"It's sad really, it really is," said the 43-year-old.
"It has been on going and you know we totally accept the criticism that we get particularly when people put names on it. We deserve what we get when we don't win just as we deserve it when we win.
"But it's the faceless people, the social media and so forth where people say things that are pretty offensive things, making out that it's because I'm an Islander that we're losing. That's just offensive.
"Certainly my parents, they gave up... sorry... they gave up, sacrificed themselves for us to come here and have a good life, yeah, so it hurts my parents. Sorry, sorry."
Lam admitted that he was left upset at the impact the comments had on his parents - but he vowed to fight on.
"I've seen the hurt they go through when it's a racial thing, so the emotion is more about my parents," he said.
"For me I really enjoy the job, I enjoy this team and I enjoy the fact we come together and are working hard to get out of this. Adversity brings you strength.
"When I think about my parents and the tough times they went through to be the people they are. That's what I am, that's what I'm working to do with this team."