“Transphobic” Advert ?
June 4, 2014
We’ve received some backlash regarding our recent ad in Bicycling Magazine–some people have wrongly concluded that Ryders is attacking transgender people.
This ad is not, in any way, an attack on transgender people. It’s simply showing two people who are attracted to one another, each with a secret that the other might want to know up front. The person on the left has a secret–he owns an abnormal quantity of cats. The person on the right has a secret–he is actually a man dressed as a woman. We were toying with some of the social constructs that have made gender roles appear as truths, in an attempt to bring some humour to the concept that seeing isn’t always believing.
It’s now been a full day since the first messages arrived in response to our ad in Bicycling and it’s clear that we have offended lots of people. It doesn’t matter what our intention was, the result was anything but humorous. This ad was clearly a failure.
We are sorry. We are sorry to those we have offended and we are sorry for spreading a hurtful message.
Thank you to everyone who messaged us. Without you we would have carried on with this advertisement, oblivious to the harm it was causing. We were ignorant and you have shown this to us.
We have pulled this ad from all of the publications in which it was to be printed in the coming weeks and months. Unfortunately, some have already been printed and distributed. Rest assured, this ad will never be distributed again.
We are also in the process of having it pulled from digital magazines and other web sites. For some sites, especially those of distributors outside of the US and Canada, this may take a few days before it’s entirely cleaned up but it is our top priority to completely remove this image.
Again, we are very sorry. We’ve learned a lot from this.