Mid-April saw Peloton launch an Olympics-skewed ‘Train With Champions’ campaign fronted by the brand’s new nine-strong team of athlete ambassadors led by sprint super stars Usain Bolt and Allyson Felix.
The #ChampionsCollection initiative, created by agency Adam&EveDDB, was launched with less than 100 days to go before Tokyo 2020 (2021)
The campaign sees the team of elite endorser athletes offer Peloton’s community training recommendations and playlists made up from their favourite music tracks.
The group includes world record holder and retired sprint icon Bolt joins six-time Olympic gold medalist Allyson Felix, Canadian sprinter Andre De Grasse, Paralympic sprinter and long jumper Scout Bassett, US surfer John John Florence, US swimmer Kathleen Baker, UK gymnasts Becky and Ellie Downie and German former number one Grand Slam tennis champion Angelique Kerber.
The campaign launch was spearheaded by a hero spot (supported by PR and social content) released on Peloton’s social channels on 14 April and which will run on digital channels and TV in Canada, the UK and USA.
The commercial challenges viewers to get ready to ‘train like never before’ with a call-to-action to join the nine elite athletes ‘as they ride, run, flow, sweat and push themselves alongside you, and motivate you to train like they do’.
Comment:
This is the first work from Adam&EveDDB since Peloton appointed the agency to run its Olympics and Paralympics related marketing last year.
It also follows on from a March Peloton announcement which unveiled it had signed a partnership with sportswear giant Adidas to release an 11-piece apparel line (including shorts, hoodies, T-shirts, sports bras and joggers) designed in collaboration with Peloton’s instructors.
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