Cycling brand peddles empowering message with ‘Fat C*nt’ campaign 

Plus-sized cycle brand Fat Lad At The Back pops the tires of body shaming with an ostensibly rude campaign. Research conducted by Mellor&Smith illustrates firsthand accounts of the derogatory slurs thrown at larger cyclists in public, forming the focus of the campaign. They poke fun at the skinny-obsessed cycling industry that perpetuates these stigmas.