A bike company has faced a social media backlash after posting a sexually suggestive and sexist tweet.
The Italian company, Colnago, posted a photograph to its 15,000 followers, of a woman in lycra cycling gear, provocatively bending over a bicycle and looking over her shoulder at the viewer.
Above the photograph read the caption: “ready for the weekend ride?”
Responding to the post, men and women took to twitter to express their rage at the suggestive image, calling it sexist, outdated and off-putting.
The hashtag #MarketingFail was adopted by some.
@revchips said: “Looks like you may have accidentally turned the clock back 30 years there. Supposed to be 1 hour.”
Another user, @adamtranter, said: “What on earth, Colnago? The year is 2015. You sponsor one of the leading women’s cycling teams.”
Some users commented that the woman in the image wasn’t at all ready for the weekend ride anyway, as she wasn’t wearing a helmet or even shoes.
Others noticed that the bike was also completely the wrong size for the woman in the photograph.
After a couple of hours, the tweet was deleted by the company, and Colnago issued a public apology on its Facebook page, saying:
“Colnago deeply regrets the recent posting of an image and accompanying social media post that is offensive to women, and not at all appropriate.
“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.”