The long-form video marks another first for Peloton—it’s the only time the fitness brand has created a campaign wholly within its own company. Peloton’s in-house creative studio worked with the company’s global product team and its global product marketing team to develop the work. In the past, Peloton has partnered with several high-profile agencies, including Mekanism, Adam & Eve and Maximum Effort—the latter worked on Peloton’s “Sex and the City” response ad last December, for example.
But Dara Treseder, senior VP and global head of marketing, communications and membership at Peloton, said that over the years, the brand has learned what is best to do with agency partners and what is best to do in-house.
“For this launch of Peloton Row, agility is key and this is why we wanted our amazing in-house creative studio, led by Bryant Brennan, to drive this launch,” she said in a statement. “We need to be able to have an idea, speedily execute, gather data, and optimize.”
The ad will air on Peloton’s social channels and in paid digital and online video.