Peloton Backlash Over 'Gift That Gives' Ad Pummels Stock

Peloton's Christmas ad mocked as sexist

Peloton's Christmas ad mocked as sexist

That's followed by a montage of her progress on the bike throughout the year - all shot selfie-style - until the camera pans to a shot of the couple watching the homemade videos on Christmas morning as the woman's on-screen avatar thanks her husband for the gift.

The company spokeswoman said on Wednesday it was disappointed how some people had misinterpreted the commercial, which also had other positive feedback on a campaign that was meant to celebrate fitness.

Vice's Katie Way wrote, "She would rather be anywhere else in the world than here, in her glacial home with the husband she loathes, putting on this sick pantomime of wellness and marital bliss; she'd even rather be back on the dreaded Peloton".

The 30-second advert has attracted criticism on Twitter with some users calling it "sexist".

"A year ago, I didn't realize how much this would change me", she says in the end, giving no indication of how she has changed.

Comedian and writer Jess Dweck compared the advertisement, which has been viewed more than 2 million times on YouTube, with an episode of Netflix's dystopian anthology series "Black Mirror". Several users said it was sexist, while some said the husband was "controlling" and "manipulative", as buying his wife an exercise bike suggested that she needed to lose weight.

Peloton's stock remains up more than 26% overall in the past month. Its flagship product is a stationary bike priced at over US$2,200.

Peloton's new television ad is generating the wrong kind of publicity for the brand, which sells premium fitness equipment and streaming workout classes.

The representative added, "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".

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