Italian bike manufacturer Colnago has issued an apology after a picture it posted on Twitter on Friday caused a social media storm.
The tweet read ‘Ready for the weekend ride?’ and features a picture of a lycra-clad girl provocatively leaning over one of Colnago’s bikes, even sporting the brand’s famous Ace of Clubs logo painted on her cheeks.
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Needless to say, the tweet didn’t go down to well, with Twitter users replying to point out the #marketingfail and the sexist nature of the picture.
Colnago issued a statement on its Facebook page, admitting the post was not appropriate and that it has clarified its social media policies.
“Colnago deeply regrets the recent posting of an image and accompanying social media post that is offensive to women, and not at all appropriate,” it reads.
“Colnago has long-supported women’s cycling and continues to provide such support, we do not condone sexism, on or off the bike, and sincerely apologize for posting the image.
“Our social media policies have been clarified internally to prevent such posts from happening in the future. We respect all members of the Colnago community, and we appreciate the needed feedback many have provided to us on this matter.”
Twitter users pointed out to Colnago at the time that the lady in question wasn’t actually ready for the weekend as she had no shoes or helmet on.
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It’s not the first time this year that we’ve seen a bike company called out on its sexist marketing, with MTB manufacturer Superior claimed that “Female cyclists do not generally need to push their limits, race against time and increase their adrenaline when riding rough downhill trails.”
Belgian race organisers were also condemned for using women in bikinis as prize-givers at a women’s race in Flanders.