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Lululemon Came Out With a Ballsy New GIF for Its Anti-Ball Crushing Pants

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Lululemon wants you to know that balls are trending. And no, not the spherical, orange balls Steph Curry and LeBron James have been playing with tossing around during the NBA Finals these past few days.

With Father’s Day right around the corner, the ballsy (sorry) activewear company couldn’t pass up the opportunity to remind all of us about the anti-ball crushing trousers it’s designed to "give the boys some extra room." In true controversial Lululemon fashion, the company did so with a semi-horrifying GIF about men’s balls... in an email from its PR... at 10:00 this morning.

The GIF in question, which reads "A Whole New Ballgame," is basically a lil' loop of a guy wearing the pants and nudging the brand’s logo eerily close to where his actual balls would be.

The rest of the email lists (and ultimately ruins) pairs of food items that resemble said balls, like grapes, pears, and eggs. The GIF appears to be taken from a video for the pants the company released last week that shows a man adjusting, tapping, poking, and scratching things like tennis balls and metal nuts and bolts before cutting to the guys above.

The strategically located logo is actually ironic considering how Lulu’s male customers have complained about how feminine the logo is in the past. The brand has been trying to woo dudes into joining its fan club since 2014, when the anti-ball crushing pants were actually released. The logo might not help... but perhaps a cheeky GIF and a revival of the anti-ball crushing bottoms will?

If anything, 2016 might be its moment. There are literally three brands of wipes for men's undercarriage on the market today, which is three more than we've ever needed to know about. Not to mention that Calvin Klein billboard of Justin Bieber in New York that shows the singer with his hand resting a little too far downtown. Maybe it’s time guys’ privates are given their moment to shine. Maybe balls are trending.