Italian bicycle maker Pinarello has had a tough week. In anticipation of the launch of its first electric road bike, the company decided to run an ad campaign that some might call a little bit sexist.
Electric bicycles have mini-motors attached that can be turned on when an assist is needed. Pitching its ‘Nytro’ model bike, Pinarello stated that its target audience would be wide,
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.
A noble pursuit.
But the ad campaign that Pinarello ran on—and now pulled from—its official Instagram page came at things from a peculiar angle. A stone-age angle. A stupid, sexist, 1950’s angle.
‘I’ve always wanted to go cycling with my boyfriend but it seemed impossible.’
Stefan Wyman is the husband to nine time cyclocross national champion Helen Wyman. He had this to say on Twitter: