Specialized confirms controversial Playboy e-bike won't be sold

US bike brand Specialized has confirmed to road.cc that the controversial limited edition Playboy electric bike it unveiled at a bike show in Berlin earlier this month will not be on public sale because “it does not align with our brand values.”

The Morgan Hill, California-based company had been accused of sexism after pictures were circulated on social media the weekend before last of two women dressed as Playboy Bunnies promoting the bike at the trade show.

Some 40 examples of the black and gold e-bike were offered for sale on the German market. But in an emailed statement, the company told road.cc today: “‘The Limited Edition Turbo in collaboration with Playboy will not be sold.

“We are a brand for all riders and acknowledge this brand partnership does not align with our values.”

Specialized had already apologised for the PR stunt, with chief marketing officer Slate Olson saying the brand “stands strong with female riders and we do not support the objectification of women in any way, in any region.”

The company added that “this market activation was carried out locally by the regional marketing manager, and was not discussed with or approved by our global marketing team.”

> Specialized apologises for Playboy Bunny e-bike promotion