Maureen McGonigle, founder of Scottish Women in Sport, told the BBC: “For a club trying to encourage the local community to support it, this is an own goal.
“They’re using tactics from the 1970s to sell strips. They’d be much better using positive images of a family to promote the kit. This is a dreadful piece of marketing.
“I appreciate the need to bring finance into a club, but I think Ayr should be having a conversation with their sponsors about the need to appeal to all sections of the community.”