Maybe it was the “join our tribe.” Maybe it was the teepee displays, the paper feather headdresses, or the bike named Scalp. Or, it could have been using historical images of famous Native Americans like Geronimo and Iron White Man. No, it was all of the above and more, a collective offensive effort, as Czech electric bicycle company Apache Bicycles stunned American visitors at last week’s Eurobike trade show in Germany with its American Indian themed booth, bikes, and campaign.

As the trade publication Bicycle Retailer put it, “Apache’s branding shocked some visitors from the U.S., where American Indian-themed marketing has become increasingly unacceptable in recent years.”

Um, yeah.


Apache, which sells 95 percent of its bikes in the Czech Republic and has no plans to distribute in the United States, also had representatives dressed in faux Indian garb.

The company did not respond to requests for comment.

Photos via Apache

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