Peloton - Rebrand

The "Anyone. Anywhere." rebrand was built around a single idea, that Peloton isn't a piece of hardware, it's a source of human power. Available to anyone, on any device, in any space. The garage. The living room. The hotel room. The park. The brand identity was rebuilt around that idea: a new visual system, a new typeface, and a reimagined "P" - no longer a product logo, but a symbol for the energy that turns your power on.

The launch film, soundtracked by Jamie XX, showed a version of Peloton that looked nothing like the brand's pandemic-era image. Diverse, raw, kinetic. People who had never been in a Peloton ad before, doing things that had never been in a Peloton ad before.

The campaign won the Shots Awards 2023.