BRITISH sprinter Jeremiah Azu was disqualified from the men's 100m before his heat even began.
The 23-year-old left his block 0.073 seconds before the starting gun in a false start.
He desperately attempted to appeal the decision, but was dismissed by officials.
Speaking to BBC Sport following the incident, a heartbroken Azu said: "Honestly, I reacted to a sound.
"It's a shame, the crowd is so excited. The pole vault is going on and the French fans are in here.
"It's a shame they didn't let me run under protest, I'm not sure what rule is being used.
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"But they said I've got to go back and put an appeal in, so I'm going to go through the process and see what happens.
"I was saying I wanted to run under protest. Any other race they allow you to run and then after you review it, but I don't know, it's the Olympics so it's clearly different rules.
"So I'm just going to get back, try and get this protest done as quick as possible so hopefully I can get back out here and get into the semi-final."
Azu's appeal was later declined by officials.
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Jamaica's Kishane Thompson won the first heat with a time of 10 seconds.
Benjamin Azamati and Reynaldo Espinosa also qualified from the group.
Canada's Aaron Brown became the second sprinter to be disqualified when he suffered a false start in the final heat.
The men's 100m semi-finals and final are due to take place on Sunday.
Azu is the fastest Welshman in history and was a huge medal hopeful for Team GB going into the games.
He is also set to compete in the men's 4x100m relay next week.
What's happening today at The Games?
WHAT TO WATCH TODAY
TODAY'S BRIT MEDAL HOPES
Max Whitlock goes for an unprecedented fourth consecutive medal on the pommel horse (4.10pm)
Our dressage team can claim another gold at the equestrian (9am) after gold, silver and bronze at the last three Games.
Team GB will want to retain the 4x100m mixed relax relay (8.33pm) in the pool and Jake Jarman goes in the men’s floor gymnastics final (2.30pm).
BRITS TO WATCH
Tom Pidcock gets back in the saddle after his epic mountain biking gold with the men’s road race (10am).
It is the last day of rowing with GB in with a chance of more medals - especially in the men’s and women’s eights (10.10am).
GB take on Argentina in their final women’s pool game in the hockey (9am).
And Tommy Fleetwood continues his charge towards golfing gold, co-leading at -11 after a seven-under yesterday (10.44am).
GLOBAL STARS TODAY
US sprinter Sha-Carri Richardson and Jamaica’s Shericka Jackson will battle it out for women’s 100m sprint gold - with Dina Asher-Smith hoping to keep pace (8.20pm).
We also get a first look in the heats at 100m men’s stars Americans Noah Lyles and Christian Coleman who will battle with Zharnel Hughes for glory (10.45am).
FANCY SOMETHING DIFFERENT?
Badminton often slips under the radar at the Olympics but is always incredible viewing with lightning-quick reactions.
The women’s doubles final features four of the best players in the world as Indonesia face China (3.10pm).
STATS MAD
6 - As of Saturday morning, only six athletes have won the same individual event at the Olympics four times. Katie Ledecky could join that prestigious list - which features Carl Lewis and Michael Phelps - in the 800m freestyle (8.09pm). Vincent Hancock could also do it in the skeet shooting today (2.30pm).
Follow all the action as it unfolds with our Paris 2024 Olympics LIVE blog.