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Self-described mindset and motivation master Steve Miller — who says his “goal is to help your body be what your clothes desire” — has also been calling Nike out.

“@Nike mannequin normalizing obesity. Not a good move, but the U.K. loves to be in denial of fat,” Miller Tweeted.

He’s on to something there. Nothing says fat-denial like designing and publicly unveiling (to much fanfare) fat display mannequins. By god, Britain, take your head out of the sand and stop hiding from fat by putting fat dummies in all your store windows where everyone can see them.

I know that sounds a little confusing, but I get what Miller is saying.

Nike is totally going about this the wrong way … for the diet industry

You know how he’s there to help give your clothes the body they desire? Well, that stops working as a business model if you start giving your body the clothes it desires. So, Nike is totally going about this the wrong way. For Steve Miller. And the rest of the diet industry, I guess.

This hints at the most serious problem with the Nike mannequin: it might make plus-sized women feel OK about themselves. So OK that they are not desperate to lose weight. So OK that they start thinking of themselves as a whole person, not a body fat percentage display. So OK that rather than wanting to look like the thousands of images of toned, svelte bodies they see all the time in ads, movies, etc., they feel content to resemble a Nike mannequin they saw once in a store.

That would be a health crisis.

Because what’s a better motivator for good health than shame and size obsession?

Nothing comes to mind.

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