The World Taekwondo Federation (WTF) has taken the deep bow to the power of Internet chat slang cutting the “Federation” out of their name –effectively cutting the “f***” out of their name.
And why not? While being the butt of internet jokes did give them more exposure, there comes a time when you just have to say “WTF”.
In this case, now just “WT”
After having used the acronym for 44 years, they will now be known simply as World Taekwondo.
“We know that in such a competitive world, we must always evolve and adapt to stay relevant and appeal to young and modern audiences,” said World Taekwondo President Chungwon Choue said in a statement.
“In the digital age, the acronym of our federation has developed negative connotations unrelated to our organization and so it was important that we rebranded to better engage with our fans. Today is an important moment in the history of our great federation.”