The company that makes the cult Peloton Bike, an interactive spin bike popular amongst celebrities including Hugh Jackman and David Beckham, lost a staggering $1bn in market value in just three days because of claims their Christmas advert is 'sexiest'.
Peloton's share price tumbled by more than 15% thanks to online backlash about their Chrstimas advert that featured a woman receiving a bike.
The video, entitled "The Gift That Gives Back", shows a woman being given a Peloton Bike as a Christmas gift from her husband.
She films herself exercising on it over the next year and shares her workouts with him through a video blog.
Twitter users were quick to react with some branding it 'sexist', whilst others compared the ad to the dystopian setting of hit TV show Black Mirror .
Market value of the brand dropped from $10.3bn on Monday to around $8.8bn by closing on Wednesday, a difference of $1.5bn.
The ad now has more than 7 million views on their YouTube and has been shared across social media.
The company told CNBC last week that the promotion was meant to be a celebration of a wellness and fitness journey and said: "While we're disappointed in how some have misinterpreted this commercial, we are encouraged by — and grateful for — the outpouring of support we've received from those who understand what we were trying to communicate."
The company make high-tech exercise bikes that allow users to stream spin classes onto the inbuilt screen by linking it to a subscription-based app.
The price of a bike starts from £1,990, and owners then need to pay an additional subscription fee to access the classes on the app.
Shares have now begun to recover and closed at 32.63 on Friday, up from 31.31 on Thursday.
Though investors have obvious concerns about the impact of the controversial advert, some are optimistic about the pre-christmas publicity the backlash has given the brand.