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

US brand was accused of sexism when bike was launched in Berlin earlier this month

US bike brand Specialized has confirmed to 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 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

Simon joined as news editor in 2009 and is now the site’s community editor, acting as a link between the team producing the content and our readers. A law and languages graduate, published translator and former retail analyst, he has reported on issues as diverse as cycling-related court cases, anti-doping investigations, the latest developments in the bike industry and the sport’s biggest races. Now back in London full-time after 15 years living in Oxford and Cambridge, he loves cycling along the Thames but misses having his former riding buddy, Elodie the miniature schnauzer, in the basket in front of him.

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