Gymshark has been mocked for a 'virtue signalling' post to mark Black History Month saying how they want to 'amplify Black, British voices'.
The British sportswear giant posted on Instagram 'Black stories matter' and that the brand wanted to 'celebrate and educate' during October.
But it was savaged by social media users who questioned why the fitness firm felt it needed to weigh into the subject and not 'just stick to gym clothes'.
Gymshark posted: 'Black stories matter. This October for Black History Month UK, we're taking this opportunity to celebrate and educate.
'We want to listen to and amplify Black, British voices. If you've got something you want to say (it doesn't have to be about the gym), we want to hear it.'
It added: 'Tell us your stories. Share your ideas. Tag your friends, family and inspirations. Whatever you've got to say, drop it below.'
The British sportswear giant posted on Instagram 'Black stories matter' and that the brand wanted to 'celebrate and educate' during October
Ambassadors for the brand commented backing the move, with Australian Nathan McCallum, who has 784,000 followers, writing: 'We are listening.'
But some social media users questioned why Gymshark decided to weigh into the conversation, with many saying they were unfollowing the account.
One person commented: 'We aren't here for politics show me some gains.' Another posted: 'Stop this sh**! All lives matters! Keep doing sport stuff!'
An account added: 'stick to selling clothing.' While one man said: 'Can't get rid of politics. Lol.'
A woman put: 'Gymshark, I'd love to see how diverse and inclusive your leadership team is.'
A man wrote: 'When are you gonna do Asian history month and amplify Asian voices, or Hispanic history month and amplify Hispanic voices.
He added: 'Or white history month and amplify white voices?' Another said: 'Stop playing the f***ing race game. Your virtue signaling will not matter.'
One wrote: 'Political agendas and business don't mix.... Bad way to kill your business.'
And another commented: 'Just stick to making clothes. You're not even based in America.'
But some followers welcomed the post, with many commenting with the #BLM for Black Lives Matter.
One woman wrote: 'It's marking the importance of black history month so all of you getting triggered need to get a grip!
'They are projecting an important message of education on black history. A month that only gets celebrated once a year and doesn't get the exposure it deserves.'
She added: 'No one is saying that other ethnicities do not matter. And people are vex? Nah.' Another put: 'BLM x GymShark coming soon.'sonos sonos One (Gen 2) - Voice Controlled Smart Speaker with Amazon Alexa