Pinarello apologises over “sexist” advert

Pinarello has apologised and dropped an advertisement suggesting women should buy electric bikes to keep up with their boyfriends following widespread outrage.

The cycling company has launched a new e-bike, 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, The Telegraph reports.

“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 says.

On Instagram, it posted a perspective of “Emma”, 24, which 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 saying: “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 in suggesting women can’t keep up with men.

Angry responses came from professional cyclists and others.

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 tweeted: “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.

“Our recent Nytro advertisement failed to reflect the values of diversity and equality that are core to Pinarello,” it says. “The Nytro is designed to make cycling accessible to more people and our advertisement clearly failed to convey that message. We sincerely apologise and have pulled the ad.”