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Peloton puts focus on its ‘community’ in first ad campaign since product recall

Peloton’s latest ad campaign has turned attention to its ‘Member Community’ with sprint champion Usain Bolt as the brand looks to move past its PR challenges from earlier this year.

The campaign, called ‘It’s You. That Makes Us’, was developed by Adam & Eve New York and aims to put a spotlight on how its community of 5.4 million riders has organically formed to support one another.

A 30-second TV spot will air nationally at launch in the UK and be supported by an additional 30-second spot, which features former Olympic athlete Usain Bolt.

“Everything we do at Peloton is centered on improving the lives of our members. The goal and focus of our new campaign is to recognize and celebrate what members of our community are able to accomplish individually and collectively as One Peloton,” said Dara Treseder, global head of marketing and communications at Peloton.

“We are humbled and inspired by how our members show up for one another, and help each other get the most out of their workouts and lives.”

The campaign includes paid TV, OOH, OTT, social, Instagram, Facebook and YouTube.

It’s one of the first major pieces of work since the brand was forced to issue a product recall earlier this year.

In May, it voluntarily recalled roughly 125,000 Tread+ machines and 1,050 Tread products in the US after a child was fatally injured amid reports of multiple other accidents linked to its machines.

It wiped off more than $4bn from its market value, which had grown phenomenally since global Covid-19 lockdown restrictions shuttered gyms.

James Rowe, managing director at Adam & Eve NYC, said it was “the right time to celebrate the strength, unity and power of the community to push each other forward.”

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