New Peloton ad campaign underscores brand’s strides to becomes more inclusive
‘Peloton. Anyone. Anywhere’ reveals significant changes the brand has made to expand its consumer base.
Today, Peloton has revealed that the once-exclusive fitness brand has markedly shifted its messaging to champion people at every stage of their fitness journeys.
Developed with Stink Studios, ‘Peloton. Anyone. Anywhere’ is a short film that brings forward the brand’s new fitness offerings for all ages, levels and walks of life. In the film, people of all ages, sizes and fitness levels work out wherever they are, be it at their home gyms or in their communities. Central to each of their workouts is the newly revamped Peloton app.
The work also sheds light on Peloton’s all-encompassing rebrand. Done with Mother Design and Uncommon Creative Studio, Peloton’s new brand identity comprises new app subscription tiers as well as a gym integration feature, all in an effort to reposition Peloton as inclusive rather than exclusive, as it has been historically known.
“With this brand relaunch, we’re reflecting the vibrancy and fullness of everything Peloton has to offer to everyone. We’re shifting perceptions from in-home to everywhere, fitness enthusiasts to people at all levels, exclusivity to inclusivity across all Peloton Members present and future,” Peloton’s chief marketing officer Leslie Berland said in a statement shared with The Drum.
“Our Instructors and Members live and breathe the true Peloton experience every day. We’re excited to bring that energy and inspiration out into the world.”
Peloton’s new campaign goes live today in the US and Canada across on TV, digital channels and social channels, including TikTok, YouTube, and Instagram. Meanwhile, more local campaigns are slated to be released later in the year.