UK fitness brand lashes out at ‘sympathizers for fatties’

Twitter users called out Protein World for a ‘beach body’ promotion, and the brand retorted with an angry response.

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A British fitness brand has showed one of the very worst sides of the Internet.

This spring, Protein World (which sounds like the world’s most bro-tastic theme park) is asking women whether their bodies are ready for the beach:

Summer is around the corner – Lets get beach body ready!! 😄👍☀️

— Protein World (@ProteinWorld) April 14, 2015

Social media users let the brand know that they didn’t approve of that type of body shaming, saying the brand apparently wasn’t aware that every woman’s body is ready to visit the beach.

Ads which appeared in London’s Underground were defaced with great glee on social venues:

I committed an act of civil disobedience last week and it felt glorious @VagendaMagazine @EverydaySexism

— Miranda Fay (@mirandafay) April 22, 2015

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