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Thursday 23rd January 2020

Sexist Christmas advert costs American company Peloton $1billion

Some rushed to defend the advert

The American company behind an expensive exercise bike saw its market value plummet by over $1billion after putting out one of the most controversial Christmas adverts ever.

Peloton's interactive indoor bike, favoured by the likes of David Beckham and other famous faces, allows users to take part in live classes from the comfort of their homes and compete against other fitness fanatics around the world.

Read more: Viewers in tears as ET finally comes home in Sky's Christmas advert

But the firm released a festive advert that some have reportedly branded 'sexist' and amid the furore, the business's share price is said to have fallen by over 15 per cent.

As reported by the Mirror, Peloton's Market value dropped after the backlash by around $1.5bn - from $10.3billion last Monday (02.12.19) to around $8.8bn on Wednesday.

In the advert, titled The Gift That Gives Back, a woman's husband gives her a Peloton Bike as a present for Christmas.

The woman gets an exercise bike from her husband (Credit: Peloton)

She films herself working out using the bike over a year and shares progress updates with her partner via a video blog.

But amid the reported outcry, a number of people took to Twitter to defend the ad or admit they struggled to understand how it was sexist.

One insisted: "The Peloton advert is not sexist or offensive."

Some reportedly found it 'sexist', although a number of people have since defended the ad on social media (Credit: Peloton)

Another tweeted: "I still don't understand how that Peloton ad was 'sexist', lmao I'd make progress vids and compile them into a big thank you vid for my husband too if he bought me a super expensive present."

A third wrote: "I watched this supposedly sexist Peloton advert and for the life of me I can't figure out what all the fuss is about."

Earlier today (10.12.19), presenters Phillip Schofield and Holly Willoughby debated the ad on This Morning alongside Vanessa Feltz - and viewers flocked to Twitter to shut down the sexism claims.

"#ThisMorning I really don't see the problem with the @onepeloton ad," said one This Morning fan. "She obviously asked for that and if she hadn't her face wouldn't have a smile on it and has Vanessa never watched YouTube as everybody vlogs everything nowadays. This world is going mad."

We're disappointed in how some have misinterpreted this commercial.

Another tweeted: "The Peloton advert is not sexist. I'd love one for Christmas, some people need to stop being so sensitive."

Someone else said: "I would love a Peloton for Christmas. Wouldn't be offended at all as my hubby knows getting to the gym is hard and exercise keeps both my mind and body healthy. #ThisMorning."

Read more: John Lewis unveils its Christmas 2019 advert and it's left fans in tears

Speaking to CNBC last Wednesday (04.12.19), Peloton said it was "disappointed" with the negative reaction to the advert, which now has well over seven million views on YouTube.

The firm told the publication: "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."

Peloton's excerise bikes start at £1,990 and the classes are available for a subscription fee.

David Beckham is just one of a raft of famous people believed to use a Peloton Bike, as TMZ reported that Virgin boss Richard Branson, UFC star Conor McGregor and actor Hugh Jackman also use them.

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