Pinarello left many in the cycling community upset on Monday as it marketed its newly released electric road bike, the Nytro. Both a press release and an Instagram teaser ad implied that the bike was a dream ride for women—but only because they need its help to keep up with the men in their lives.
In its press release, the Italian bike manufacturer directed a statement at recreational riders who may want the e-bike to keep pace:
"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 target market in the Instagram ad was more overt, showing the face of a young woman—Emma, 24, a “Couple rider”—with the caption: “I’ve always wanted to go cycling with my boyfriend but it seemed impossible. Soon everything will become possible.”
Another Instagram ad for the Nytro, this one featuring a man, did not focus on his weaknesses as a rider but rather his ability to commit time to training, due to him supposedly holding a high-powered job. Some noted the contrast between the two ads, calling it a double standard.
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The ads hit a nerve in a cycling community that has seen a long line of marketing and media portraying women as either eye candy, not quite capable, or some combination of the two. Many expressed disappointment that Pinarello, whatever its intentions, had repeated stereotypes casting women as less skilled at cycling than men. The general outcry wasn’t against e-bikes per se, but rather the implication that e-bike assistance is for the “weaker sex.”
The ads were quickly met with a blowback and Pinarello later pulled both Instagram posts. A stream of social media commentary, much of it bearing the hashtag #PinarellNO, pointed out that there are plenty of men out there who can’t keep up with women.
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Stefan Wyman, husband of professional cyclocross racer and nine-time British Champion Helen Wyman, offered a parody post of his own:
Update: The following day, Pinarello posted an apology to Instagram. "Our recent Nytro advertisement failed to reflect the values of diversity and equality that are core to Pinarello," the statement read. "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 from all channels."
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