Cycling company Pinarello has pulled an advert that suggested women should buy electric bikes to keep up with their boyfriends after it caused widespread outrage.
The brand has launched a new e-bike, called Nyto, and in the press release marketed it at people who are out of shape as they don't have enough time to train, and women who want to keep up with men.
"Nytro aims at a wide target, from the one that has no time to train but would never miss a weekend ride with friends, to women who would like to follow easily the men's pace, or even the ones who desire to experience cycling as a new way of life, climbing easily and going downhill safely, enjoying every single minute on the bike," the press release said.
It rammed its point home with a post on Instagram, where a post from the perspective of 24-year-old Emma said: "I’ve always wanted to go cycling with my boyfriend but it seemed impossible. Soon everything will become possible."
Another advert featured a 55-year-old man, who said: "No time to work out during the week, but I would never miss a Sunday ride with my friends! Soon I’ll be able to fill the gap."
Many called the cycling company sexist after it suggested women can't keep up with men.
Professional cyclists spoke of their anger:
And the husband of Megan Guarnier, the 2016 Giro Rosa champion and Women's WorldTour winner, wrote: "I've always wanted to cycle with my wife, but she drops me like a rock so I follow in the car. Soon everything will be possible."
Stefan Wyman, the husband of Helen Wyman, nine-time British cyclo-cross champion joined in, tweeting: "I’ve always wanted to go cycling with my wife but it seemed impossible. Soon everything will become possible."
Pinarello has since pulled both ads from its social media channel.