Liverpool FC x Peloton

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Liverpool FC x Peloton ~

CAMPAIGN

Goals. Anytime. Anywhere.

BRAND

Peloton

YEAR

2023

ROLE

Creative Director

CHALLENGE

Peloton’s first year sponsoring Liverpool FC needed to do more than announce a partnership — it had to build meaningful awareness in the UK and feel culturally local. At the same time, the brand was evolving beyond the Bike, expanding into strength, yoga and Pilates through the App. The task was twofold: raise top-of-funnel awareness while repositioning Peloton as “Anyone. Anytime. Anywhere.” — accessible on the go, at home, wherever goals are pursued. And we had just 90 minutes with the player to capture a full year’s worth of content across stills, organic, paid and social-first formats.

APPROACH

As Creative Director, I led the launch of Goals. Anytime. Anywhere. — a three-part mini docu-series filmed at Anfield, reframing performance beyond the pitch. Each episode explored a human theme first — belief, resilience, leadership — with Peloton playing a supporting role in the discipline behind those goals. Featuring Alisson Becker, Joe Gomez and Harvey Elliott alongside Lucy Parry, the films positioned Peloton as a partner in progress, not the headline. We extended the storytelling through gym-floor content with Taylor Hinds and Marie Höbinger, and built a full mid-funnel ecosystem of short-form paid assets, leveraging both Peloton and LFC channels. With limited access and time, the creative system had to be precise, scalable and strategically layered.

The ecosystem

A full-funnel activation spanning hero films, paid social and digital cutdowns, leveraging partnership rights across Peloton and Liverpool FC channels. The campaign extended into matchday programmes and LED boards at Anfield, integrating the brand both on-screen and in-stadium.

Impact

  • Increased UK brand awareness in year one of the partnership

  • Strengthened perception of Peloton beyond the Bike (App, strength, yoga, Pilates)

  • Delivered a fully integrated ecosystem from 90 minutes of player access

  • Established a strong cultural foundation for subsequent LFC seasons

Peloton
Moved by Discipline: Candice Brathwaite

Peloton x Liverpool
Goals. Anytime. Anywhere.

Peloton
Welcome to Peloton: Jürgen Klopp

Peloton
Motivated by Love: Angelique Kerber