Anyone. Anytime. Anywhere.

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Anyone. Anytime. Anywhere. ~

CAMPAIGN

The year Peloton reset its identity

BRAND

Peloton

YEAR

2023

ROLE

Associate Creative Director

CHALLENGE

By 2023, Peloton was at an inflection point. A new leadership brought a clear mandate: reposition the brand to broaden appeal, highlight the full ecosystem — particularly the App — and connect with younger, more digitally native audiences. The brand had evolved through leadership changes, but this marked the first true visual and strategic reset. We needed to move beyond the Bike, refresh the identity, shift the colour system and tone, and make Peloton feel more inclusive, accessible and culturally current.

APPROACH

We embraced the reset fully. Instead of polished aspirational fitness imagery, we turned the camera toward real members — in their own homes, in their real routines. We used their names, their stories and their before-and-after workout moments to create a system rooted in relatability.

The campaign lived under Anyone. Anytime. Anywhere., reframing Peloton as more than equipment — as an ecosystem that fits every lifestyle.

I led the creative direction of this transformation shoot — hand-selecting members, interviewing them, building a comprehensive capture matrix to ensure every touchpoint was covered. Across London and LA, we produced video and more than 150 stills, ultimately generating over 3,000 assets to support the brand reset globally.

The ecosystem

This was not a single output — it was a brand infrastructure build.

Content was captured to power website, retail, CRM, paid social, organic, OOH, in-studio displays and internal communications. Instructors and employees joined the activation, extending the system into a living series. Every asset laddered back to the new identity — colour, typography, casting, messaging and platform integration.

The result was a cohesive rollout of the new Peloton across every consumer touchpoint.

Impact

  • Over 3,000 assets produced across London and LA

  • Real members featured by name, increasing relatability and emotional resonance

  • Strong positive community response as members saw themselves reflected in national advertising

  • Subsequent leadership changes and new product launches have continued to refine the brand’s positioning, including more recent pivots in demographic focus.

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