Fitness brand defends model against fat shaming comments

An American fitnesswear brand has defended one of its models from Instagram commenters criticising her weight.

For the launch of its BCG Plus line, Academy Sports and Outdoors partnered with popular fashion and fitness blogger Anna O’Brien, aka Glitter and Lazers.

“This is great! Not everyone fits into the stereotypical box that society tries to squeeze us into. Thank you,” one wrote.

One particularly charming commenter, named James, said the brand should be making people “be ashamed of being fat, not proud”. 

James probably thought he was being terribly provocative with his comment. What he likely didn’t expect, however, was to have Academy politely yet firmly tell him where to stick his body shaming attitude.

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“Hi James, at Academy we truly believe every woman should have the same opportunity to enjoy sports and the outdoors,” they wrote. 

“As a result, we will continue to represent a wide range of body types. 

“We’re all different, but our access to an active lifestyle shouldn’t be.”

In blunter terms: get back in your box, James.

Responding to another user called Matt, the brand added, “We live by For All. For Less … we’re proud to carry a wide variety of sizes for women.”

O’Brien herself chimed in, telling Matt that criticising someone's weight under the guise of ‘concern’ for their health doesn’t inspire anyone to be more active.