I’m not at Interbike this week. As much as I would like to be there, it just didn’t work out this week. Even though I’m not there in person, I haven’t escaped the controversy of Sockgate.
In case you’re not up to speed, every one of the 25,000 attendees of the show received half a pair of socks from sock manufacturer Save Our Soles. This has been a common promotion in past years at the show and socks are a popular ‘swag’ item at the show. The controversy this year circled around the sock design – a rear view of two scantily clad women.
I’m not going to include a picture here because, first of all, it’s tasteless. Secondly, I don’t want to violate anyone’s copyright. Links below do have images if you’re curious.
For an industry that has often ignored or outright spurned the participation of women in the sport of cycling, it was just another example of the old ways of thinking that dominate manufacturers.
Response was generally against the socks and the controversy even reached non-cycling media such as Glamour Magazine. The strongest voices of opposition came from the Facebook site of Pretty Damned Fast and Surly Bikes.
I’m sure that Save Our Soles thought that they were being a little ‘cheeky’, referring to the all to common ‘booth babes’ that some exhibitors at the show somehow find necessary to attract easily distracted retailers and journalists. In fact, their statement basically wants everyone to lighten up:
If you and all those that do not like our sock design this year, you don’t have to keep it. If you don’t agree with the inclusion of this sock in the Interbike goody bag, you are entitled to your opinion. The sock was meant to be fun while in Las Vegas. If you don’t care for what Las Vegas is all about, then ask Interbike to move the show to a more conservative location. Every poll that Interbike takes, Las Vegas is always at the top. The sock design was never meant to offend any specific group or individual. It was meant to be fun.
Yes, Las Vegas is at the top of the polls because the male-dominated crowd wants to see burlesque shows and booth babes (not me, I’m just sayin’). You can’t get those in Salt Lake City or anywhere else.
For their part, Interbike claims that the socks were part of a third-party promotion and that they were not aware of them being in the bags that attendees receive. Hmm. Maybe, but you would think that someone with the organization would have looked at what was being handed out.
Here’s my call to action: If you were at the show and you got a sock, swing by Save Our Soles‘ booth and give them the sock back. That’s booth number 19191 at the show. A pile of several thousand socks in their booth would certainly relay the message that this is not acceptable.
Lou Gubrious loves to talk about bikes. Especially over a beer. Likes to ride bikes, too. Then drink a beer.