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by Shane Stokes
November 23, 2017
Human rights groups and others call on Giro d’Italia to abandon Israel start; Santos Women’s Tour Down Under steps up a level for 2018; Rally completes 2018 women’s roster; Team TIBCO Announces Full Roster; No ‘Warrny’ in 2018 as Cycling Australia segments National Road Series; Pinarello issues apology for controversial advertisement; MIPS in patent dispute with POC over helmet safety technology; Video: Team Dimension Data – An inspiration for others; Video: Damien O’Tuama from Cyclist.ie speaks about cyclists being killed by cars in Ireland
Following on from the controvery caused this week by an advertisement for Pinarello’s new electric road bike, the company has shelved the ad and issued an apology.
“Our recent advertisement failed to reflect the values of diversity and equality that are core to Pinarello,” it said via Twitter. “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.”
The ad was released on Monday and showed the photo of a model with the following message. “I’ve always wanted to go cycling with my boyfriend but it seemed impossible. Soon everything will become possible.”
The ad was greeted with widespread criticism, with many feeling that it was patronising to women. A strong editorial on CyclingTips quickly spread and amplified the debate. The company first deleted the ad without comment, but has now issued the apology.