Bike company pulls 'sexist' ad implying women need electric bikes to keep up with men
A bike supplier has apologized after being forced to pull a "sexist" advertising campaign.
Pinarello, an Italian bike manufacturer, ran a campaign suggesting women need electric bikes to keep up with their boyfriends.
The ad, which was posted on Instagram, sparked an outcry on social media, with people branding it a "joke".
It has since been taken down and the company has issued an apology on Twitter.
How about some sexism with that new E-bike, eh, #Pinarello? pic.twitter.com/uB1RMl7Hqy
— Alden #SaveNetNeutrality Tanaka (@aldentanaka) November 21, 2017
The ad features a picture of a woman’s face with the caption: “I’ve always wanted to go cycling with my boyfriend but it seemed impossible. Soon everything will become possible”.
Outraged Instagram users slammed Pinarello, with one writing “Most women I know are faster than their boyfriends, but whatever Pinarello.”
Another commented: “Nope nope nope please take this down immediately” as others vowed to boycott the brand.
Christine Majerus, a professional road bike racer for Luxembourg, tweeted a picture of the ad with the hashtag #PirellNO.
The only thing highly possible is that I am going to drop every single Pinarello rider from now on, even @chrisfroome if needed #PinarellNOpic.twitter.com/xrcd84WzUu
— Christine Majerus (@C_Majerus) November 21, 2017
While Emma Pooley, professional cyclist and duathlon world champion, penned an open letter to the company, saying "cycling is not a gender battle".
Dear @pinarello_official
.
I’ve always wanted to go cycling with people (guys and girls) even if they’re faster than me. And so I did. Without an e-bike. That’s how I got stronger. .
Nowadays, if the guys can’t keep up, they don’t get upset - because the… https://t.co/sYQqbl6SI5pic.twitter.com/OnJuNGqA9J
— Emma Pooley (@PooleyEmma) November 22, 2017
One person called the ad an “epic marketing fail”.
Yo @Pinarello_com , my husband bought an e-bike so he could keep up with me, not the other way around. This is an epic marketing fail. Y’all should be ashamed. pic.twitter.com/TCPeb1FKWu
— SRSLY? (@LesKnits) November 20, 2017
Our recent advertisement failed to reflect the values of diversity and equality that are core to Pinarello. The Nytro is designed to make cycling accessible to more people and our advertisement clearly failed to convey that message. We sincerely apologize and have pulled the ad. pic.twitter.com/iuqWBXwMsS
— Pinarello (@Pinarello_com) November 22, 2017
Pinarello issued an apology for the campaign on its Twitter account, saying the electric Nytro bike was intended to “make cycling accessible”.
The company added: "We sinecerely apologize and have pulled the ad."