In an attempt to shake off this history and start anew, this week the brand announced a major relaunch via a new brand identity and campaign; new membership tiers and offerings on the Peloton app; and a new feature, Peloton Gym.
Significantly, for a brand that has been broadly associated with the luxury end of fitness via its expensive in-home bikes, Peloton is using the relaunch to position itself as a brand for all ages and all situations, with its app now its core product.
This is demonstrated in the campaign film, by Stink Studios, which sees people working out in a wide variety of circumstances – at home, in the street, on holiday – all using the Peloton app as their guide, where they can access Peloton’s renowned instructors and content, in part for free.
Stink worked closely with Peloton’s internal creative studio to create the campaign, while the brand partnered with Mother Design and Uncommon Creative Studio on the new brand expression.
The ad campaign does a good job of shedding the elitism that has been associated with the brand, placing it instead alongside more inclusive brands such as Nike or Apple Fitness which also offer home workout apps. This is a crowded field though, and whether Peloton’s offering will feel distinct enough remains to be seen.
Creative Agency: Stink Studios
Production Company: Stink Films
DP: Adam Richards
Production Designer: Alec Contestabile
Edit: Mark Potter at Cosmo Street
Post: Rascal Post
Sound Designer: Neil Johnson @Rascal Post
Music: Jamie XX