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Is Pinarello’s Marketing of their New eBike Sexist or Do some People need to be Angry to be Happy?

I read a neat post on an uproar over Pinarello’s marketing ads for their new road eBike.  First, some backstory.

Last year, in the off-season, my cycling buddy Mike, my wife and I would regularly go out for dirt road rides on our mountain bikes.  Every once in a while, Diane would join us on her cyclocross/gravel bike.  I have a Specialized Rockhopper 29er, my wife has an almost identical Trek Marlin 29er.  My buddy, Mike has an older Stumpjumper 26, a hand-me-down from a friend.  My wife wanted a gravel bike so she would have an easier time keeping up with us, as Diane did.  I suggested against the idea, because if she got used to taking it easy on a gravel bike while we were on mountain bikes, that would adversely affect her fitness next season – at some point she would have to play “catch up” and catching up always sucks.

Gravel Bike

Mountain Bike

Back to the Pinarello kerfuffle… My wife would buy that Pinarello tomorrow, if we had the cash, for the exact same reason.  Hell, I’d think about buying one to keep up with our 24 mph average A Group for the same reason [ED. I wouldn’t, because I’d likely be excoriated for being a wuss].  I have to stay on track though, I don’t want to mess up the narrative….  Yet.

Along comes Pinarello and their new eBike, the Nytro.  Their ad campaign featured a young lady who wants a Nytro so she can comfortably keep up with her boyfriend and his cycling buds [ED Exactly like my wife, ahem].  The other side of the ad features an older fella who works too much to train but with a Nytro, now he doesn’t have to miss a Sunday ride with his buds.

Pinarello got my wife and me right – though in all honesty, I have my normal friends to ride with.  I don’t need an eBike to ride with the A guys (and yes, every one of the regulars in the A Group is a male of the species.  I only know of one woman who can ride with them.  She’s a pro).

So, the question is, is Pinerallo, who marketed almost exactly to my wife and I, sexist for doing so?

My wife absolutely does not want to work hard enough to keep up with us boys.  So if Pinarello’s marketing is sexist, my wife would have to be as well.  If anyone thinks my wife, because she wants to ride with us but would like a little assist with an eBike, is a male chauvinist, it’s because they are one of two things: ignorant or stupid.  Pick one, or be bold and go with both.

In this age of faux outrage, masquerading as care for real issues, I grow tired of the chattering masses who take umbrage with human nature and the differences between men and women and try to use those differences as a means to prove sexism.

It seems increasingly more common that some people simply have to be angry to be happy.

Observe:  Is Pinerallo sexist for marketing to women who would love an extra assist to keep up with the boys on Wednesday night, or are those who are angered by the ad campaign sexist for picking on Pinarello and for believing that women who want the assist are lazy for not wanting to train hard enough to keep up in the first place?  Touchè.

My money goes on the latter.

Unfortunately, my problem is that I’ve taken that latter tact with my wife.  She’s so close to fast enough to hang with us.  With a little more effort and willingness, she’d be right there.

Hey, isn’t that sexist?  In my case, I’m a sexist either way just because I was born a male, but that’s the point.  In truth and reality (neither of which actually matter), it’s simply how this works.

The simple fact is, you (especially if “you” is a male) can’t win, and the whole narrative is designed that way.  On the one hand, you have real sexism – all one needs for proof is the implosion of Hollywood (which I’ve been watching with glee, those pompous, arrogant @$$holes).  On the other, you’ve got this faux sexism that is used to bludgeon someone just for the sake of hammering them.  Call it bullying – I think that’s the new buzzword of the decade.

As I’ve also shown, for those who claim faux sexism, you can flip the narrative on them – you just have to be quick enough to do it and that ain’t easy.  For real, no BS sexism, the narrative can’t be flipped.  There is no justifying Charlie Rose walking around butt naked in front of female colleagues – you can’t flip that narrative, the behavior is just plain wrong.  It’s that fake narrative that we can work with.

The trick is to first reject the premise of the narrative in the first place; in this case, “Pinarello is sexist for suggesting that women need an e-assist to keep up with the boys”.  Pinarello didn’t suggest that at all, the hucksters added that to the narrative to justify their angry reaction (that’s the rejection of the premise).  What Pinarello did was offer an option to women who don’t feel they can or want to keep up with their spouse or boyfriend on a bicycle.  They offered the same option to men, if you were paying attention.

The trick is flipping the narrative:  “Claiming that women simply aren’t willing to work hard enough to keep up with the boys is sexist, and that means you’re a chauvinist.  You need to stop that sexist shit that permeates our society and gives men cover so they believe they can abuse womyn as a result.”  Women often simply have different priorities, and what really works for society is men and women living in harmony – if that means a spouse buying an eBike to keep up, who cares?  The important thing is the couple gets to ride together – whether the wife or the husband is the stronger cyclist.

Bob’s your uncle.

Just hopefully not a pedophile uncle.