From Brandweek: The Gold’s Gym franchise on Wednesday will break a humorous awareness campaign behind "cankles," a slang term that refers to a disproportionate amount of weight gain between the lower leg and the ankle.

The campaign comes at the peak of summer bathing suit season. The leading gym franchise will pump up digital and social media ads to educate consumers on the prevalence of the condition. “Cankles are the fastest growing ‘aesthetic affliction’ in the United States,” reads the fitness chain's microsite, Saynotocankles.com. Its rate of growth surpasses that of “bathing suit killers” such as “muffin tops” and “saddlebags,” and, by 2012, “will surpass love handles as the number one aesthetic affliction in the world.”

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