An Italian manufacturer has pulled a 'sexist' advert that implied women couldn't keep up with men while cycling.
Bike suppliers Pinarello attracted the criticism after the company uploaded a picture to Instagram of a woman with the caption: "I've always wanted to go cycling with my boyfriend but it seemed impossible. Soon everything will become possible".
The post was intended as an advertisement for an electric-powered bicycle which they claimed will allow women to match their partners' speed while riding. However, furious female cyclists took exception to the post and immediately voiced their disapproval.
"Most women I know are faster than their boyfriends, but whatever Pinarello", one commenter wrote before the post was taken down.
"Nope nope nope please take this down immediately", said another. "Well I guess I'll never own a Pinarello now" another added,
Professional cyclist Emma Pooley posted to her Twitter account: "You will sell more bikes with aspiration than with condescension."
Luxembourg cyclist Christine Majerus threatened to drop every Pinarello rider, including Tour de France winner Chris Froome, in the future.
Cycling manager Stefan Wyman tweeted an image of himself lying face down on a couch with a sarcastic caption: 'I've always wanted to go cycling with my wife but it seemed impossible. Soon everything will become possible. Everyday Sexism.'
The company pulled their advert a day later and issued an apology on social media, claiming that the post "failed to reflect their values."
"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."