Bicycle manufacturer Pinarello accused of ageism and sexism over Instagram posts

Bicycle manufacturer accused of ageism and sexism over Instagram posts

Pinarello provides bikes for Team Sky

Wednesday, November 22, 2017

A bicycle manufacturer has been accused of being ageist and sexist after it published advertisements on social media.

​Pinarello has launched an electric bike which it says is aimed at those riding at weekends and women who want to "follow easily the men's pace."

In order to promote the bike it made several posts on Instagram, according to the BBC.

One of the adverts included a woman with a quote stating it "seemed impossible" to ride a bike alongside her boyfriend on roads as she couldn't keep up.

Another featured a 55 year old man claiming he doesn't want to miss a "Sunday ride with my friends" but does not have "time to work out."

Both received much criticism online and some used the hashtag #pinarellNO.

Professional-cycling team manager Stef Wyman tweeted to say perhaps he would need one of the electric ​Pinarello bikes to keep up with his wife who is a former British cyclo-cross champion, along with the hashtag #EverydaySexism.

Journalist Laura Winter also tweeted: "Lazy stereotypes, damaging messaging and another sign some pockets of the bike industry still fail to takes women’s cycling and dare I say it - women - seriously."