Peloton Responds To Backlash Over Its Bike Ad

05 Décembre, 2019, 03:38 | Auteur: Auguste Feret

Stationary bike maker Peloton responded Wednesday to a wave of backlash sparked from its holiday ad depicting a husband buying his wife the exercise equipment for Christmas.

The advertisement, called "The Gift That Gives Back", shows a woman receiving a Peloton bike as a gift from her husband following which she records her workouts over a year and shares them with him through a video blog.

"I see a woman who, at the end of the year, is surprised and thankful for the gift that is Peloton, the community and the accomplishment that she achieved to be **healthier** both physically and mentally", a woman named Heather Haworth wrote in the Facebook post.

While the ad debuted nearly a month ago, the online ridicule toward it hit fever pitch this week as headlines entreated readers to "please help the woman from Peloton's terrible new ad" and Twitter users slammed it for apparent sexism and body shaming.

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Peloton also dropped subscription prices for its fitness video streaming app to $US19.49 ($NZ29.85) from $US12.99 and extended a free trial period by two weeks.

"While we're disappointed in how some have misinterpreted this commercial, we are encouraged by - and grateful for - the outpouring of support we've received from those who understand what we were trying to communicate", a company spokeswoman told Reuters. If there's any question of whether the recipient absolutely wants the product, the criticism suggests, the gift may be construed not as a thoughtful token, but as an underhanded way of suggesting they need to lose weight, or at least work out more.

Founded in 2012, Peloton sells indoor exercise bicycles and offers packages requiring memberships to access live and on-demand classes from home.

The company's stock has risen 10% since its initial public offering in September as investors bet on the growing popularity of its bicycles that offer on-demand workout programmes.

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