Peloton engaged Stink Studios to help reposition the brand as an inclusive fitness company for anyone, at any level, wherever they are. We developed a series of global integrated campaigns, rolling out across TV, radio, digital and social to bring this message to life.
The first campaign, "Anyone. Anywhere.", gave the brand aesthetic a complete overhaul, while announcing the new, free version of the Peloton App.
It set a fresh, inclusive mood that’s energetic, uplifting and real. The diverse cast represented different communities, fitness levels and age groups — flipping the script on what had come before.
The following campaign launched in the Fall and unlocks the immense motivational power of Peloton’s greatest asset, the instructors. Hero-ing the incredible Tunde Oyeneyin to rouse people from their seats and inspire them to achieve their goals.
The campaign builds on the authentic characters from the first campaign with a sharper focus on Peloton equipment. Spurred on by Tunde to get into the zone.
Our third campaign serves as a celebration of the freedom that comes when you let go of your inhibitions and work out like nobody’s watching.
Launched during the holiday season, we wanted to create something very different. Set to the anthemic noughties track “Tambournine” by Eve, and driven by two of Peloton’s most popular instructors, the campaign highlights the feeling of a Peloton workout, getting lost in the moment, free of judgment and full of enthusiasm.
The fourth campaign, launched at the start of 2024, is an emotional call to arms for people to do what’s right for them. Whether you’re coming back from injury or just starting out, our message is simple. Doing something, is everything.
The campaign features real Peloton users and athletes, alongside top instructor Robin Arzón, who herself is just returning from maternity leave.
All four projects were made in partnership with Director ®Jones through Stink Films, throughout the creative process. Breaking down the traditional creative agency-production company barriers enabled us to deliver impactful, cohesive storytelling with beautifully crafted moments.