Until now, I’ve regarded YT Industries as a fairly progressive brand. They’re a startup, direct-to-consumer bike manufacturer who have managed to sign some pretty big names, including the king himself, Aaron Gwin. However, their latest marketing campaign, the ambiguously coined “I Hate Jeffsy” is some straight-up machismo bullshit. It doesn’t take a genius to figure out what’s going on here. Basically, this impossibly attractive (although notice how the female maintains her RBF throughout) couple is feuding over how much time the dude spends with his bike “Jeffsy” – cute, right? This is up there with those “I LOVE when MY WIFE let’s me go mountain biking” t-shirts, in terms of appropriating and reinforcing bullshit gender norms. If only we all should be so lucky to find partners and significant others who share similar passions and god forbid want to spend time with each other doing what they love. But I get it, some people don’t like mountain biking (hard to believe, I know!) and fall in love with people who do or vice-versa. However if you’re going to go that route, for the love of everything that is not Ted Cruz, show some sour-puss faced dudes hating on Jeffsy as well. It’s fucking 2016 YT, time to get with the program!
Way to start them young YT! This is a surefire way to inspire more female cyclists.
The campaign comes complete with it’s own social media and hashtag component, as evidenced in the above screenshot from ihatejeffsy.com. Not to fear though, it’s just as backwards and fucked up as the YouTube video (below). Whatever YT’s intentions, I’m sure the flat brimmed bro-bra, women-bashing trolls still living in mom’s basement crowd is going to eat it up. So way to go YT, you’ve successfully targeted the Donald Trump supporters of the mountain biking industry!
Show YT Who Hates Jeffsy The Most!
You know who really hates Jeffsy the most? Your taint. I mean you ride that shit hard, and when was the last time you thanked your taint or bought them a beer after an epic ride? Never… that’s what we thought. So here’s what we propose: Let’s show YT who hates Jeffsy the most by hashtagging taint pictures (dirty chamois pics may suffice) with #IhateJeffsy. Now that’s sure to be some viral shit…