Why Sojasun turned "homme-soja" mockery on its head, recruiting its loudest critics as ambassadors and making their rejection the point. In the manosphere, "soy boy" has hardened into shorthand for weakness, a slur deployed across thousands of videos to strip the masculinity from anyone deemed insufficiently manly. The phrase leans on a semi-understood notion that soy raises estrogen, and it has become one of the movement's favorite insults, a quick way to cast a man as soft, passive, feminized. The irony is hard to miss. These same communities are religiously devoted to protein, and soy is one of the richest plant sources of protein. Sojasun, a brand that pioneered soy products in France, decided to plant its new campaign squarely on that contradiction. Rather than defending itself head-on, Sojasun and agency Marcel went the other way. They invited masculinist influencers, with a straight face, to become " SojaMan ," their official ambassador.…