To celebrate the power of their global community, Peloton will shine the spotlight on their multicultural members in their new campaign, “It’s You. That Makes Us,” produced in partnership with creative agency Adam&EveDDB.
The effort includes a 30-second TV ad that features world champion surfer John John Florence and Olympic gold medalist swimmer Kathleen Baker that will run Friday during NBC's coverage of the Olympics opening ceremony. The overall campaign highlights the organic connections built between global users of the fitness brand. "It is a love letter to our members and a way to invite new members in,” says Dara Treseder, Peloton's senior VP and global head of marketing and communications.
The campaign pushes the concept that while members may be “strangers,” their shared interests connect them: Members help each other not only through a workout, but through their everyday lives.
One 60-second TV spot features a narrator saying, “Dear stranger, really we aren’t strangers after all," as a cyclist can be heard saying, “We’re in this together.” Peloton’s push to portray its members as a united online community comes after a year in which it enjoyed a sales boost as in-person gyms suffered during COVID.