Pinarello comes under fire for 'sexist' e-bike ad campaign

Brand's e-bike launch powered off to a bad start

Italian bike brand Pinarello has been accused of sexism and ageism following the ad campaign which accompanied the launch of its first electric road bike. 

The 'Nytro' e-bike was unveiled on social media on Monday, promising to offer ride quality matching a "real Pinarello", with a claimed weight of just 13kg.

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Michelle Arthurs-Brennan

Michelle Arthurs-Brennan the Editor of Cycling Weekly website. An NCTJ qualified traditional journalist by trade, Michelle began her career working for local newspapers. She's worked within the cycling industry since 2012, and joined the Cycling Weekly team in 2017, having previously been Editor at Total Women's Cycling. Prior to welcoming her daughter in 2022, Michelle raced on the road, track, and in time trials, and still rides as much as she can - albeit a fair proportion indoors, for now.