The first phase of the Find your push. Find
your power. campaign features football player brothers T.J. and
J.J. Watt
NEW
YORK, Nov. 1, 2024 /PRNewswire/ -- Peloton
(NASDAQ: PTON) today announced the launch of its new multi-phase
creative campaign: Find your push. Find your power. The
campaign acknowledges how motivation looks differently for everyone
and celebrates Peloton's role in helping people find what pushes
them to show up and reach their goals in fitness. In the first
North America-based phase
of Find your push. Find your power., Peloton targets
millennial males by leveraging the 'friendly', real-life sibling
rivalry between US football player brothers T.J. and J.J. Watt.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/peloton/9205451-en-peloton-launches-multi-phase-creative-campaign-drive-demand-new-audiences
As part of Peloton's evolving go-to-market strategy, the
company is taking a more balanced marketing approach to how it
creates demand among new audiences. Today, two-thirds of Peloton
Members are women, which provides an opportunity for the company to
attract more men to the platform by using targeted messaging that
resonates with their fitness needs.
"Our brand research has shown that more than 70 percent of
millennial males engage with running, but many in that same
audience set are either not aware of our Tread and running
offerings or are unsure if we'll deliver a challenging enough
fitness experience for them," said Lauren
Weinberg, Peloton Chief Marketing Officer. "Enter T.J. and
J.J. Watt, Peloton Members who already compete against each other
on the Peloton Leaderboard. Partnering with them is an organic way
to counter these misperceptions by showcasing that we have
challenging workout options that are hard enough, even for elite
athletes."
Motivation has long been an important part of the Peloton
experience, but Find your push. Find your
power. taps into a deeper human power that energizes
people to stay on track with their fitness routines. Produced in
partnership with creative agency Special London, the first phase of
the campaign demonstrates how sibling rivalry fuels both T.J. and
J.J. to push harder in their workouts, competing against each other
across many different fitness disciplines on the Peloton
Leaderboard. The brothers rotate through various workouts,
including running on the Peloton Tread, cycling on the Peloton
Bike, and doing strength training and yoga with the Peloton App.
Regardless of the activity, the innate competitive nature of the
brothers pushes them to their maximum effort.
The first phase of the Find your push. Find your
power. campaign launches globally, with 0:30, 0:15, and
0:06 spots featuring the Watt brothers airing in North America on various channels in both
English and Spanish (in the US only), including television,
digital, social and over-the-top streaming content.
The work represents the first campaign from a new agency
relationship with Special London. David
Day, Chief Creative Officer, Special London, said of the
work: "The sibling rivalry that lies at the heart of this first
campaign is not only something most of us can instantly relate to,
but there was no better duo than NFL legends T.J. and J.J. Watt to
bring that idea to life. Their natural competitive spirit and sense
of humor helped us to encapsulate Peloton's motivational power -
the power to engage and encourage people to work out and to get
them to come back for more."
For more information, visit onepeloton.com and follow
the brand
on Instagram, Facebook and TikTok.
Peloton Credits:
Lauren Weinberg - Chief Marketing
Officer
Joanna Lee - Senior Vice President,
Global Consumer and Brand Marketing
Sam Walter - Senior Director, Brand and Integrated Marketing
Cindy De La Rosa - Senior Manager,
Consumer Marketing
Erick Rodriguez - Creative
Director
Ayorinde Iranlowo-Ifatunji - Assistant Brand Manager
Special London Credits:
Cade Heyde - Global Partner
Richard Sweetman - General
Manager
David Day - Chief Creative
Officer
Devon Hong - Creative Director
Thomas Worthington - Senior Art
Director
Gregory Fazal - Senior
Copywriter
Emily Harlock - Chief Strategy
Officer
Kelsey Karson - Head of Strategy
Izzy Dixon - Business Director
Linda Rafoss and Cara Brophy - Agency Producer
Nader Abushhab - Photographer
Michel + Nico / Merman - Director/Production Co
Kira Carstensen, EP - Producer
Ross Hallard/Trim Edit - Editor
Cosmo Street Editorial - Post Production
Starr Whitesides - DoP
Press Contact:
Letena Lindsay, press@onepeloton.com
About Peloton
Peloton (NASDAQ: PTON) provides Members with expert instruction,
and world class content to create impactful and entertaining
workout experiences for anyone, anywhere and at any stage in their
fitness journey. At home, outdoors, traveling, or at the gym,
Peloton brings together innovative hardware, distinctive software,
and exclusive content. Founded in 2012 and headquartered in
New York City, Peloton has
millions of Members across the US, UK, Canada, Germany, Australia, and Austria. For more information,
visit www.onepeloton.com.
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SOURCE Peloton Interactive, Inc.