Specialized's "Playboy" e-bike sparks social media sexism row

Interesting how brands are damaged. I think a bit less of Specialized for such crappy, 70s era sexism. It's got nothing to do with the actual bikes, but it taints the brand. It's just dopey marketing. For every middle-aged German guy who thinks that it's OK, I'd bet that there's a lot more people across the rest of the world who think it's crass at best, and plain sexist at worst. It's as if they haven't heard of the internet, isn't it?

And it's even more stupid  because of all the work Specialized has done to appeal to female cyclists. The more you try to build a set of credentials, the more damaging it is when you do something to totally undermine it. It's not only as if they haven't heard of the internet, but it's also as if they think that you can use one marketing approach for one product, and somehow isolate that from the other products you sell. When you use bunny girls to advertise an e-bike to middle-aged German men, you're also changing the way that all those potential Amira, Dolce and Ruby buyers see the brand.

It's just really dopey.

It's also really, really dopey for a site like road.cc to wheel out an editor to justify Specialized's approach. It's one thing to report a story like this, but it's another thing when editorial staff are using the site as a platform for opinions that have got absolutely nothing to do with cycling, and that are instead just gender politics.

Specialized's brand can be tainted by lazy, stupid sexism. Why risk doing the same for your  brand? I'm not saying that you shouldn't risk offending anyone. But do it on something that's got something to do with what you're good at. Why do it when it's on a subject that's so far from what your site is actually about?

You're on a hiding to nothing. I'm now not going to be able to see reviews from Tony Farelly without some part of me thinking "Oh... yeah... that's that guy who made the really stupid comment about not being able to call out sexism because apparently it'd be 'foisting UK Twitter mentality' on another nation". Obviously, it's not going to stop anyone from reading the reviews - but it still seems stupid to get bike reviewers to editorialise about cross-cultural gender politics.

BFD get the F over it.  Jeezus christ.

I went to the show, saw the Spez stand and told the marketing guy that  I find it offensive and sexist. He gave some lame explanations and when I asked him what he would if his daughter were objectified, he was done.

I also wrote an email to Spez. US to express my disgust. 

Btw, I'm a male German, so Tony, what you've written : "None of the Germans seemed to care; they loved it." is somewhat  biased.

As already commented, I sit in the not offended, just not 'feeling' it corner.

What is the main cause of offence... is it Specialized partnering with the Playboy brand? Or is it more the use of playboy bunnies to promote this partnership?

I've never really got playboy, so don't align to the brand, and it's key identifier, the playboy bunny. However, if I did align, then I would naturally assume that such a partnership would require the utilisation of a bunny somewhere.

By its very definition, the playboy bunny is a sexist image/connotation, but not one that is generally held up as an bastion of sexism and anti feminism. So... I fail to see the level of offence here.

I guess what I'm saying here is that to me, women dressing as playboy bunnies does not represent the front line of the equality war...

Finally, am I alone in questioning the need to totally desexualise society in the name of equality. I am perfectly capable of appreciating the female form as a thing of sexual beauty without thinking that I have any automatic right over that form, or any superiority overy women because I find books pretty.

Where is the war here... is it not looking at boobs, or is ensuring women get the same opportunity and rights as men?

When we've all calmed down perhaps have a read of this:

http://fredrikdeboer.com/2016/03/17/the-sublime-narcissism-of-getting-of...

I quote:
"We need to remember that we are not the cosmos, that the world is full of other people making their own adult decisions. To forget that isn’t progressive. It’s, well, a kind of imperialism."

Another reason I want nothing to do with this brand, I dont find it offensive, its just naff.

Funny thing is that Specalized is a US company, and that shit wouldn't fly here. Them trying to put it off as some specialized local marketing campaign in Germany only to be seen and appreciated by the locals is complete BS. Terrible brand management, ATMO.

Makes perfect sense that an e-bike manufacturer wants to align itself with overweight men lacking any prowess between their legs.

Makes Specialized look as current as Peter Stringfellow. Probably organised and approved by the company 'sex pest'.

Goodness, what a lot of too'ing and fro'ing about a couple of models on a stand in Germany. 

I think you'll find scantily clad young ladies, being letched over by all manner of people at most exhibition based events, sex sells, fact. Maybe I'm too 'conditioned' by this, but I don't find what I see in the article offensive. It is sexist and I want to see and support women fighting for equality, but not here, this isn't a fight which will be won on the continent.

Whether it's overtley or covertly used male, female or gender independant, it is used and it does work. 

Regardless of the intellectual or moral arguments of either side, I also have a problem with the views of some being forced on others, if the German market wants scantily clad girls let them have them, those who don't like it just need to vote with their wallet. 

Capitalism is what capitalism does. 

... and for another viewpoint...I'm just going to leave this here - http://www.mcipollini.com/en/adv

It's rather funny to see feminists all the shock about bunnies but apparently nothing about what happened in Koln at the eve of New Year ... Different agenda maybe.

As a woman living in Germany I am offended. And so offended by the apparent championing of this retrograde rubbish on this website - especially the comments by the editor of all people, that I'm finally commenting.

Compared to Britain and America, Germany may seem very open about sexuality - there is much more explicit advertising here for example. But being more direct about sex doesn't need to be sexist - there is no German equivalent to the Playboy "objectification is empowering" brand.  We certainly have a section of older men running companies who won't hire women (we have some of the lowest participation of women in highly paid jobs and on company boards in the EU) except as prostitutes for their business parties. I can see why Playboy thought Germany might be a fit for their brand of exploitative misogyny. It doesn't mean that all German women and men accept this.

I can also see why Playboy thinks that cycling, with its podium girls and barely funded womens teams, might be a great market for them. I've certainly realised that a certain section of the cycling world doesn't want women in their clubhouse. But I thought we were all starting to get over that, and that Specialized was trying to be part of that shift. Clearly not. I have a Specialized bike - I won't have another one, because I think Specialized here have distinguished themselves by going backwards after the tide had finally turned, and by the spectacular hypocrisy they have shown pretending to champion women's cycling in the UK and US, while trying to make money out of sexism in Germany. 

I've been to the Berlin Fahrradschau. Maybe its not the place to generate a blockade of the stall where sleazy middle aged men get to pose with cold young girls their daughter's age. But I resent the suggestion that women in Germany are all OK with this, and all Ok with being told once again that cycling is really for men with us as the occasional decorative backdrop.

Oh yes, my husband  gave me permission to post, which should relieve some of you who disapprove of "UK twitter moralism" - I've never been on twitter on the UK or here, but I can recognise a condescending euphemism for feminism when I see one. 

Big brands behave differently in different countries. Spesh should take greater care to manage their reputation. The sexist promo becomes the story and nobody is talking about the bike. Nobody needs to be 'offended' by a 'creative' decision some middle manager took somewhere in Germany months before a trade show. Anyone can have an opinion and voice it.

(Unless your opinion is that anyone who comments needs to get a life, and then you voice it by taking the time to comment.)

So which part of the photo is sexist? I understand that playboy+bike might not be the best idea, but what wrong with women dressend like playboy bunnies? We see models being used to showcase clothes, accesories, utensils and so on. How is this different?

Just had a quick scoot through the internet and so far i've found BMW, Honda, Fit Bike Co, Stradalli bikes, Hauck Bikes, Harley Davidson all using the playboy brand in their advertising and even the beloved Danny MacAskill at the playboy mansion on youtube.

Specialised aren't the first and certainly wont be the last company to use Playboy.

Were the girls coerced into doing it - probably not

Were the girls paid to do it - probably yes.

Have Specialised gained massive publicity through it - yes

Therefore the advertising company have served their purpose.

I've shown my daughter and wife this article and neither are the slightest bit bothered by it stating its good publicity for Specialised. It doesn't mean they are right or wrong just that everyone both male and female have a different view on things.

Really offensive so as a mark of solidarity if everyone who owns a specialised bike should give them to charity as riding them would be wrong and i am sure no one would sell this brand new or used! So why not give ur spec to charity maybe remove decals first. Anyone got the conviction to match their level of offence?

I cant really be bothered to play the "im spartacus, no Im spartacus, no Im spartacus" offended game for stuff like this anymore, just get on your bikes and ride

It's Playboy, the whole brand is based on sexy ladies dressed up as bunies.

Crass, maybe. Sexist? No. 

Really? Haven't you people got anything better to worry about?

Really? Haven't you people got anything better to worry about?