Peloton’s ‘Yes I Can’ campaign conveys the power of affirmations during fitness journeys
In an inspiring short film, a Peloton instructor triumphs over personal challenges to guide others on their journeys.
Fitness brand Peloton has launched its latest North American creative campaign, ‘Yes I Can.’
The initiative showcases the critical role Peloton instructors play in not only motivating and empowering people to reach their individual fitness goals but ultimately assisting in boosting their self-esteem.
The brand says the campaign draws inspiration from Peloton instructor Tunde Oyeneyin, whose motivational mantra “Yes I can, yes I must, watch me,” resonated profoundly with members during a strength class she led earlier this year.
In the 60-second film, Oyeneyin trains a diverse group of Peloton members, many having visible obstacles to their fitness journeys, be it a prosthetic leg or a heavier body type. Oyeneyin, who has openly shared her personal struggles with self-esteem, grief and setbacks, seeks to help them believe in themselves.
“Words are powerful, especially the ones we say to ourselves,” said Oyeneyin. “In this campaign, we showcase the real conversations Peloton instructors have with our Members every day that help them push their self-doubt and negative talk aside by embracing the power of movement. I want every Peloton Member and future Member to know they have authority over their fitness journey by simply changing their inner narrative to ‘Yes I Can.’”
The venture was a collaboration between Stink Studios, a creative agency, and Peloton’s in-house creative studio. It is currently being broadcast nationally in the US and Canada, in addition to paid social, online video and streaming services.