Peloton

Art Direction
Packaging
Campaign
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Problem 

In fall 2021, Peloton wanted to launch its latest, second iteration of apparel in a BIG way. The brand found that its members weren’t wearing their existing apparel line for a number of reasons including comfort, brand awareness and pricepoint. Members assumed the apparel was more “swag” oriented and raised concerns over the placement of the Peloton logo in certain areas. Members also had price perception issues with the line, considering it too expensive and not comfortable enough to meet its high pricepoint, as well as deeming it hard to find and purchase on the Peloton website.  

In order to shift member perception of the Peloton apparel line from member based merchandise to style-forward, high value, great quality activewear, the brand partnered with Regej & Company and GMR agency. Together, they worked to roll out a campaign that aimed to grow the percentage of Peloton members shopping their new apparel line, while at the same time testing and learning about prospective audiences feedback on the new and improved product for future growth. To do so, Peloton partnered with their most popular and sought after instructor base and influencers from around the world to make a splash. 

The R&CO Approach 

In partnership with GMR, Regej & Company worked to design and produce influencer kits featuring pieces from the new collection to send out to their instructors and influencer members to tease on their social media channels. Each kit contained a carefully curated selection of apparel that had been thoughtfully designed from premium materials, was durable enough for working out and included pieces that reflected the recipient’s personality and their individual preferences. The packaging for the kits was carefully designed and produced with Peloton in mind, including subtle branded elements that reflected Peloton’s commitment to continuing to refine and perfect their apparel line by relying on the input of their community. The package recipients–which included over 200 globally–were encouraged to socialize the apparel line unboxing experience on their personal social channels using the hashtag #pelotonapparel. This hashtag was also incorporated into the creative packaging to bring members along for the opening experience of the line which was designed, tested and trusted by them, and for them.