The cycling home trainer company Peloton has been counting the cost of a backlash against its latest advert, which was branded sexist and saw $942 million wiped off the company's stock exchange value in one day.
In an advert titled 'The Gift That Gives Back' a woman receives a peloton home trainer bike from her husband for Christmas.
The advert then shows the woman training on it and recording selfie videos through the year. These are compiled into a longer series of clips which she presents to her husband as a 'thank you' for the present of the bike.
There’s been a significant backlash against the company on social media with many branding the advert as sexist and misogynistic.
Others believed the ad suggested if a man bought his partner the bike he would get a fitter and better looking partner as a reward.
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The controversy saw the company’s share price decline by over nine per cent on Tuesday – or by $942m – wiping out all the gains it made due to strong Black Friday Sales.
Consumer psychologist Kit Yarrow said the video advert was “a complete male fantasy ad”.
She believed it tried to encourage men to be “gifting heroes” and get “skinnier spouses” in return, despite the fact the woman in the advert clearer had no weight issues.
Peloton issued a statement defending the advert: "We constantly hear from our members how their lives have been meaningfully and positively impacted after purchasing or being gifted a Peloton Bike or Tread, often in ways that surprise them," it said.
"Our holiday spot was created to celebrate that fitness and wellness journey.
"While we're disappointed in how some have misinterpreted this commercial, we are encouraged by the outpouring of support we've received from those who understand what we were trying to communicate."
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