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Internet forces Taekwondo Federation to drop the F word

'Negative connotations' associated with three-letter initials prompt rethink

The new logo minus the F word

The World Taekwondo Federation (WTF) has dropped the ‘F’ word in recognition of the ‘negative connotations’ of its initials in the abbreviated world of internet speak.

The organisation, which had used its previous name since 1973, will be known as World Taekwondo.

The rebrand was announced at the 23rd World Taekwondo Championships in Muju, South Korea.

World Taekwondo president Choue Chung-won said: “We know that in such a competitive world, we must always evolve and adapt to stay relevant and appeal to young and modern audiences. In the digital age, the acronym of our federation has developed negative connotations unrelated to our organisation and so it was important that we rebranded to better engage with our fans.

"World Taekwondo is distinctive and simple to understand and reinforces the global nature of our sport. Our vison is taekwondo for all and as World Taekwondo we are confident we can build on our success to date and achieve that vision.”

After its official rollout, the new brand will be incorporated in all official communications, marketing materials and branded merchandise.

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