COLORADO SPRINGS, Colo. (BRAIN) — Apache Bicycles, a 17-year-old bike brand based in the Czech Republic, is planning some changes to its marketing, which outraged many on social media in recent weeks.
The company plans to eliminate some model names, including the Scalp e-bike model, and remove historic photos of Native American leaders from its marketing. It will no longer dress hostesses in costumes and war paint at trade shows, Lukáš Bárta, the CEO of BP Lumen, the parent company of Apache, told BRAIN in an email.
“We want to find (a) generally acceptable way to continue using the Apache brand in the future,” Barta said.
The brand was little known outside of its home country before it appeared at the Eurobike show in Germany last month, in a bid to expand its distribution to other parts of Europe.
After the Eurobike display received attention from BRAIN and others, Native artist Gregg Deal was among those on social media who criticized Apache’s use of Native designs and themes.
“I personally think that nobody except Native people should be using Native iconography,” Deal told BRAIN in an interview this week.