Rebrands

Peloton Rallies With a Brand Refresh That Positions Its Instructors as Stand-Alone Stars

'Motivation That Moves You' signals a shift that focuses more on community, less on hardware

Rad Lopez tries to rouse downtrodden football players in a spot that shifts focus from equipment to morale.Peloton / Mother LA

By Shannon Miller

May 9, 2022

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from Gatorade, Marriott, Alo Yoga, Campbell's, Uncommon James and more. Book now.

Peloton‘s crew of spirited instructors have become high-profile personalities in their own right, transcending the brand in ways that have made them part of the pop culture zeitgeist. Now, the brand is recognizing their powerful influence in a refresh that positions them as the motivational stars they are.

Shannon Miller

Shannon Miller is Adweek's creative and inclusion editor and host of the Adweek podcast "Yeah, That's Probably an Ad."

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