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As Maxxis is a brand heavily known within MTB, their 'motor sport' sexism is
still sexism, regardless of which industry the marketing is directed to. Would
you say that because this was primarily a UK campaign it doesn't matter in the
That's just silly talk. Maxxis (like Pirelli and PlayBoy) has seen the
research on sexual marketing and they've seen the comings and goings of
advertising in sport for the past 30 years -- a tired, creative fail of a
marketing campaign is still a tired, creative fail… Not to mention insulting
to any of their target market who has half a brain, whether it's motor sport
or MTB. It's a bad business move from any angle.
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