Last night’s incident arguably compromises the efforts Total Rush have put into the development of women’s cycling in recent years. Part of this was to raise money for a children’s charity called Freedom Wheels which we raised nearly $5k.” Total Rush founder Simon Coffin offered a similar apology about last night’s event, explaining the company’s intentions. Apologies for any offense that has been caused.” The video was taken down as the negative responses piled up, with a representative for Limitless Performance saying “We were intending to make a light hearted viral to communicate that we just design for guys, NOT that women can’t cycle. The video attracted widespread criticism for using topless models covered in body paint to promote the company’s new range of men’s cycling kit.
The incident is reminiscent of a promo video launched in August last year by clothing manufacturer Limitless Performance. Simon continued by saying that “probably 30% of the people there were women” and that “nobody seemed to be offended”.īut CyclingTips has been told anonymously by someone in attendance last night that “most people were uncomfortable” with the decision to invite topless models along. “We got the idea from a Mercedes Benz AMG promo launch at Around the Bay that went well and didn’t offend anybody.” “We certainly didn’t mean to offend anybody”, Simon told CyclingTips. We spoke with Total Rush founder Simon Coffin to get his perspective on the incident. The story behind this photo is one of ignorance and stupidity. Really Simon You are a Bloody Caveman PaulDecker December 5, who honestly thought that was a good idea? Poor form The photos taken by Total Rush and others attracted significant backlash on social media this Respect for WOMEN! Naked painted woman. Late in the evening topless models were covered in pink body paint and the guests were invited to have their photos taken with the models.Ī photo of the models was published on the official Total Rush Twitter and Facebook accounts and while the photo was quickly deleted from those official accounts, some bemused social media followers took screenshots for posterity’s sake. Was painting pink bodysuits on topless women a tasteless act that undermines the shop’s dedication to women’s cycling? Or was it a bit of harmless fun that shouldn’t be taken so seriously?Īfter several weeks and more than a million dollars spent on renovations, the team at Total Rush had a cocktail party last night to celebrate the store’s re-launch. One of Melbourne’s largest and most recognisable bike shops, Total Rush, attracted significant criticism this morning after photos of topless models emerged from a store re-launch function last night.
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