Peloton has announced a brand refresh and new creative platform focused on motivation. This brand refresh features Peloton's first-ever tagline – Motivation That Moves You – and is being expressed in a new campaign that features its celebrity instructors. Peloton partnered with Mother LA to create this new campaign.
Said Peloton SVP, Global Head of Marketing, Communications, and Membership, Dara Treseder, "The motivating power of the Peloton experience results in helping people lead healthier, happier lives. The Motivation That Moves You platform honors these experiences of our Members every day, and the motivation that they can access anytime, anywhere."
The new brand positioning is centered on the idea that through its combination of instructors, content, music, hardware, and software, the Peloton experience makes fitness so motivating. Motivation That Moves You highlights how Peloton is able to motivate people, both physically and mentally, to achieve their goals with an experience tailored to meet them wherever they are and with whatever type of motivation they need.
"Anyone who takes my classes knows I coach from a place of encouragement," said Peloton Instructor Adrian Williams. "Motivating Members isn't just about pushing them physically to grow stronger but also inspiring them to embrace self-love and compassion."
The campaign includes various spots that will be aired via television, digital, social, and streaming content as well as out-of-home and a variety of activations.
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