Listen, I'm the first guy to call out gear companies for ridiculous
sexist advertising. As one of his readers pointed out I've been on
Stockli's case for ages about their stupid ads.
I've also called Lange out for their equally exploitive and juvenile
"Lange Girls" campaign countless times. But looking through the Lew ads
Fat Cyclist wrote about in his
Open Letter to Lew Racing,
I just don't see it. Sure there's a "real life" athlete/model holding a
bike and it "might" be hard to figure out she's actually selling the
wheels and not 1) weight gain powder, or 2) the bike, or 3) her earrings.
And I write "might" in case you're legally blind because from where I'm
sitting you barely notice her in that far from flattering black evening
dress that covers most of her body, dark lighting, and black
background. And to top it all, she's not really even that hot. So I can
only conclude that Fat Cyclist 1) got beat up in grade school by a
girl 2) is consistently bested by buff chicks when he's out riding or
3) is maybe playing ball for the other team. It could be all 3 and that's why the ad offends him. I'm just saying. The ad passed my misogyny test. But then, there's no girl alive that could beat me in anything, so I'm o.k. with buff chicks. Just saying again.
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