LFC x Peloton Social First

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LFC x Peloton Social First ~

PARTNERSHIP YEAR 2 AND 3

Strength starts off the pitch

BRAND

Peloton

YEAR

2024—2026

ROLE

Associate Creative Director

CHALLENGE

Over three years, the Peloton x Liverpool FC partnership evolved from building awareness into driving product understanding and consideration.

Year 02 focused on social-first storytelling — creating content that felt native to football culture and blended naturally into Liverpool FC’s channels rather than traditional fitness advertising.

By Year 03, the focus shifted into mid-funnel education: showing how Peloton’s Cross Training Series works, why training variety matters, and how Peloton supports performance beyond the bike.

The production challenge was equally demanding. Working with elite athletes meant tight shooting windows, staggered arrivals and constantly changing schedules — requiring detailed planning and multiple contingency scenarios to ensure every priority asset was captured efficiently.

APPROACH

I helped shape a social-native creative approach from Year 02 onwards, prioritising platform behaviour, football culture and visual storytelling over traditional campaign formats.

Year 02 centred around agile social-native films and free-flow capture designed to maximise authenticity, movement and output within limited player access.

In Year 03, we evolved that same approach into a more premium paid-media system while keeping the immediacy and energy that made the earlier content successful. A key creative push was ensuring shoots captured not only players on products, but also dedicated RTB-led storytelling around Peloton IQ, cross-training and convenience — creating educational assets that could support the partnership throughout the year.

Year 03

We brought the visual and verbal system of Peloton’s new brand moment into the partnership — translating it for football culture and Liverpool FC fans by merging the best of both iconic brands through a shared visual language: Legacy Red.

From Peloton’s core product palette to Liverpool’s unmistakable red, the creative world was built around high-contrast environments, intense performance-led framing and a heightened sense of movement and energy.

Despite being produced on a much smaller scale and within minimal set build time, the work was carefully crafted to stay as close as possible to the ambition and visual standard of the wider Peloton brand world.

Peloton

Peloton + Liverpool

Paid Media Films

Three distinct films were developed to support different business objectives across the campaign — balancing product education, brand storytelling and everyday relevance within a football-led world.

One film introduced the new Cross Training Series ecosystem, showcasing Peloton’s expanded range beyond a single product or training mode. Another focused on Peloton IQ, translating the platform’s new AI-driven features into a more human, performance-led story. The third centred around convenience and efficiency, positioning Peloton as a flexible training solution that fits naturally into the routines, pressures and time constraints of modern life — through a lens inspired by football culture and elite performance.

Cross Training Series Film

Convenience Film

Peloton IQ Film

Made for all formats

Stills Capture

Match Day Programme

Year 03

Social Organic Films

Following the approach established in Year 02 (more details further down), we created social-first content that speaks the language of football — engaging audiences in a way that felt authentic to Liverpool FC’s channels. Our brief was to showcase Peloton’s new product range through culturally relevant, platform-native ideas, resulting in Stop the Tread and The Member’s Edit — two concepts that resonated strongly with audiences and drove standout views and engagement.

Captured alongside all campaign stills and paid media assets, both films — plus additional organic social content for LFC channels — were produced within an intense 1 hour 30 minute shoot window, requiring agile planning and highly efficient execution.

Each concept was designed to balance product storytelling with entertainment, using football culture and fan behaviours to make Peloton feel both relevant and relatable.

Stop the Tread

A playful take on the viral “stop the timer” trend, challenging players to estimate the time it takes to cross a football pitch using the Peloton Tread. Designed to spotlight the new Swivel Screen and product interface while tapping into humour, competitiveness and highly shareable social behaviour.

The Member’s Edit

A community-led concept following a Peloton x LFC member through an exclusive day at the AXA Training Centre, capturing genuine interactions with players and authentic reactions to the new product range. By blending fan POV footage with behind-the-scenes moments, the film brought product education and emotional connection together in a way only this partnership could.

Year 02

Social Organic Films

Building on the strong awareness created in Year 01, Year 02 shifted the partnership towards consideration — showing Liverpool FC fans how Peloton could become a valuable part of their own training routine.

By leveraging Peloton’s natural presence within the AXA Training Centre — a setting instantly familiar to the fanbase — we created social-first content that felt authentic, entertaining and seamlessly embedded within the world of Liverpool FC. This marked the beginning of a visual-led, platform-native approach that would continue to shape the partnership in Year 03.

Our first wave of content focused on integrating Peloton’s key product benefits naturally into engaging social formats, using player personality and playful competition to make product storytelling feel effortless.

Rapid Fire Questions 🔥💬

A quick-paced interview format designed to showcase Peloton’s variety of classes and training experiences, using fast answers and player banter to create engaging, snackable content.

Strength Challenge 💪🏼🆚

A competitive player challenge built to highlight Peloton’s strength offering and reinforce the message that Peloton is far more than just a bike.

Audition Tape 🎬

Created for Peloton-owned channels, this playful concept captured players stepping into a Peloton instructor role, bringing personality and humour to the partnership while expanding content beyond the Liverpool FC ecosystem.

Impact

Social-native content became one of the strongest performing elements of the partnership, with videos surpassing 2.6M and 1.8M views.
Peloton consideration has risen 35% globally and 32% in the UK since Nov 2024.
More than 105k cross-platform engagements on a single content (Stop the Tread).
+19% uplift in claimed usage of Peloton from LFC fans.