Written by Kianna Best on Sep 21, 2023. Posted in Awards and Festivals

Stink Studios reintroduces a more inclusive Peloton

In their venture with Peloton, Stink Studios take audiences into the world of Peloton far beyond their infamous bike. The project, made in partnership with Director Jones is a two part roll video roll out which highlights the multidimensionality of the Peloton fitness world and the importance and impact of their instructors.

On the pricier side of fitness equipment, Peloton’s marketing campaigns have often reflected a more luxury approach to their fitness initiatives and products. But with their recent campaign alongside Stink Studios, Peloton are awakening a new accessibility to the exclusive world of their brand. Targeted at everyone, the first roll out of the campaign highlights and intergenerational and diverse group of individuals taking fitness into their own hands.

Image courtesy of Peloton

Peloton's top position in the fitness world face a staggering knock, reporting a revenue fall and a 29,000 quarter over quarter loss in subscribers. However, with the help of Stink Studios, and a redirection of their marketing strategy, Peloton's conversation between themselves and the consumer has shifted .As a result of its recent marketing refresh, Peloton emerged from gloomier realities, increasing app downloads and shifting its perception amongst the gen-z audience, as reported in their fiscal fourth quarter earnings report.

Announcing the start of their brand refresh, Leslie Berland, Peloton's chief marketing officer stated: "With this brand relaunch we're reflecting the vibrancy and fullness of everything Peloton has to offer to everyone. We're shifting perceptions from in-home to everywhere, fitness enthusiasts to people at all levels, exclusivity to inclusivity across all Peloton Members present and future."

The creative platform “Anyone. Anywhere” is a reintroduction to the free Peloton app, making workouts available to a diverse range of users, regardless of their availability, space or accessibility requirements. The campaign travels from cities to suburbs, and even stops on the subway, capturing users at all points of the day utilising the app to their benefit. Brazilian director Ricardo Jones took to the helm of the campaign, bringing along his tact for dramatically charged imagery featured in past projects for Mercedes Benz, Bodyform and Meta.

The second roll out, Yes I Can highlights the inspiration of the Peloton instructor, many synonymous with the brand itself. In the short clip, instructor Tunde Oyeneyin shares some passionate words of inspiration, for herself and users alike, as scenes from the lives of individuals flit in and out, listening to the guidance of their respective workouts. Again placing users of the bikes, tread equipment and app alongside each other aims to shine a light on the accessibility of the overall Peloton app, regardless of format.

Images courtesy of Stink Studios