Peloton Interactive, Inc. launched a new multi-phase creative campaign titled 'Find your push. Find your power.' The campaign aims to promote the company's full range of fitness offerings and target new audiences, particularly millennial males. This initiative reflects an evolving go-to-market strategy with a more balanced marketing approach.
The initial phase of the campaign features U.S. football player brothers T.J. and J.J. Watt, who are existing Peloton members. This partnership is designed to counter misperceptions that Peloton's Tread and running offerings may not be challenging enough for elite athletes. The campaign showcases the brothers engaging in various disciplines, including running on the Peloton Tread, cycling on the Peloton Bike, and strength training and yoga with the Peloton App.
Peloton's Chief Marketing Officer, Lauren Weinberg, stated that brand research indicated over 70% of millennial males engage with running, presenting an opportunity to attract more men to the platform. The company plans to concentrate TV commercials in the fall and winter, focusing promotions and marketing on the United States market. Promotions and sales will also be limited to boost the average price paid for each hardware unit.
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