• by Fern Siegel , November 6, 2024

Peloton has debuted a multiphase creative campaign "Find your push. Find your power."

Special London handled the creative. It's the agency's first work for the brand.

The work shows the sibling rivalry between Steelers linebacker T.J. Watt and Cardinals defensive end J.J. Watt. The duo's competitive nature pushes them to the max.

As two-thirds of Peloton Members are women, the new creative targets millennial men, who may be unaware of the Peloton Tread.

The campaign explains that motivation differs for everyone, but Peloton can help users reach a fitness goal.

The first phase of "Find your push" launches in North America, with 6-, 15- and 30-second spots in both English and Spanish (in the U.S.). It runs on TV, digital social and over-the-top streaming content.  

David Day, Chief Creative Officer, Special London, said "there was no better duo than NFL legends T.J. and J.J. Watt to bring that idea to life. Their natural competitive spirit and sense of humor helped us to encapsulate Peloton's motivational power — the power to engage and encourage people to work out and to get them to come back for more."

Peloton stock soared nearly 10% Monday, before trimming gains after a Bank of America upgrade. The stock earned a Buy rating from a BofA analyst, who tripled his target price after the fitness company's recent earnings report.