GLOBAL BRAND STRATEGY

Launching a product—and category—from the ground up

When we first partnered with Peloton, the concept of “live, at-home studio fitness” was just that. A concept. (We’re talking 3% awareness). Our job was to make it real and to make it desirable.

The insight: Peloton would just be hardware if it wasn’t for human connection.

More than the metrics, or the classes, or the touchscreen, Peloton’s community of members and instructors is far and away the brand’s most valuable asset. 

The idea: Show how Peloton brings people together to better themselves.

No matter our specific objective—explaining the product, overcoming barriers to purchase, positioning Peloton as a great gift—we always keep the bigger picture in mind: people sign up to become the best versions of themselves, but it’s Peloton’s community that helps them do it.

Over the course of 3 years, we combined performance-minded product campaigns with culture-defining brand creative to take Peloton from a US bike company to a global fitness movement, +3m members strong (and still growing… like crazy).