Beloved fitness fashion brand PE Nation has been slammed over a ‘tone-deaf’ Instagram post about the global Black Lives Matter movement.

The brand, founded by Pip Edwards and Claire Tregoning, posted on social media saying ‘equality for all’ but failed to mention the critical protest itself by name.

Calls for racial equality, particularly at the hands of police, have resulted in worldwide protests following the killing of George Floyd in America.

Major brands have flocked to throw their support behind the movement, often using the ‘Black Lives Matter’ slogan. 

But PE Nation posted a message simply saying: ‘One nation. One world.

One earth. 

‘Our diversity in race, gender, religion and age is our global strength.  

Pip Edwards (pictured, right) founded the brand PE Nation with Claire Tregoning (left) but have come under fire from the Black Lives Matter movement

Pip Edwards (pictured, right) founded the brand PE Nation with Claire Tregoning (left) but have come under fire from the Black Lives Matter movement

Champion surfer Jess Miley Dyer questioned PE Nation for not mentioning Black Lives Matter on its social media pages (pictured)

Champion surfer Jess Miley Dyer questioned PE Nation for not mentioning Black Lives Matter on its social media pages (pictured)

‘We must unite and stand together, to make for a greater change.

‘We will not tolerate any kind of discrimination. .

#WeAreAllInThisTogether #equalityforall #equality’

For some fans of the brand, this didn’t go far enough – and failed to mention the suffering of black people after Mr Floyd’s death at the hands of American police.

Dozens of angry commentators replied to the post, accusing PE Nation of ignoring the suffering of people of colour – and even threatening to boycott it.

One wrote: ‘If you are going to succeed as a brand, you need to make mention that black lives matter. 

‘Right now, it is not about “All” because “All” of us aren’t dying.

Black people are! This is a lazy PR post. You are being lazy.’

Another added: ‘As a black woman who wears your products this is by far the most disappointing post by a retailer that I have seen in the midst of this situation. 

This is the post PE Nation put on its Instagram page to address the global movement for racial equality, saying #equality for all

This is the post PE Nation put on its Instagram page to address the global movement for racial equality, saying #equality for all

Pip Edwards was accused of being 'quintessential white privilege' by disappointed fans, after her brand PE Nation failed to mention the Black Lives Matter movement by name

Pip Edwards was accused of being ‘quintessential white privilege’ by disappointed fans, after her brand PE Nation failed to mention the Black Lives Matter movement by name

‘Today is not about all religion and so on, the issue at hand is about racism against black people.

Messages like this is exactly what dilutes the issue.’

The phrase ‘Black Lives Matter’ is used to tell the public about the disadvantages people of colour suffer in society, which are disproportionate to those suffered by white people.

Another disappointed fan wrote: ‘Did you mean to write “black lives matter”?’

‘Not good enough,’ one woman commented.

‘This isn’t about equality. Why are you afraid as a brand to stand up and say black lives matter?

Not ok.’ 

The post received just three positive comments, with one fan agreeing with their sentiment writing ‘ONE EARTH’.

Another replied with a positive emoji, and a third with a love heart. 

One fan of the brand (pictured) said the message was 'tone deaf' and 'misses the mark completely' as it didn't mention Black Lives Matter

One fan of the brand (pictured) said the message was ‘tone deaf’ and ‘misses the mark completely’ as it didn’t mention Black Lives Matter

Pip Edwards (pictured) founded the brand with friend Claire Tregoning, but their acknowledgement of the global outcry over racial equality was called 'tone-deaf'

Pip Edwards (pictured) founded the brand with friend Claire Tregoning, but their acknowledgement of the global outcry over racial equality was called ‘tone-deaf’

One former shopper even described Ms Edward’s, one of the brand’s founders, as being ‘quintessentially’ privileged by the colour of her skin. 

 ‘Pip is quintessential white privilege,’ another user said.

‘Use this privilege to educate your other rich white clients.’

One shopper commented asking whether the brand was making any charitable donations. 

‘You guys can see from the comments that the Black community acknowledges that you are not doing enough,’ she wrote.

‘Have you donated any portion of sales to a charity?

This is performative activism. 

‘Your black buyers will soon stop purchasing from you unless you step up now.’

Mr Floyd died on May 25 after a police officer stood on his neck for eight minutes, during which bystanders pleaded for his life. 

Another high-end fitness brand, Luluelemon, have made numerous posts about Black Lives Matter, and donated $250,000 to related charities.

Pip Edwards (pictured) runs the brand PE Nation, which is beloved by celebrities but has fallen foul of supports of the Black Lives Matter movement

Pip Edwards (pictured) runs the brand PE Nation, which is beloved by celebrities but has fallen foul of supports of the Black Lives Matter movement

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