Peloton x DFB

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Peloton x DFB ~

CAMPAIGN

The love for the game makes them unstoppable

BRAND

Peloton

YEAR

2022

ROLE

Senior Art Director

CHALLENGE

Football is Germany’s most culturally dominant sport — with over 50 million fans and 10 million active players. Yet within our two-year partnership with the German Football Association, we learned activation only meaningfully performs during tournament windows. The Women’s European Championship represented the final opportunity to unlock return on investment while growing awareness and consideration in a market where female football is rapidly rising (+20% awareness growth in comparable markets). The challenge was to elevate Peloton’s “Motivation That Moves You” platform, and convert tournament attention into sustained brand impact.

APPROACH

We positioned love as the emotional driver. Women in football have historically had to overcome structural barriers to pursue the sport they love; that resilience became the heart of the story. Activating the overarching Motivation That Moves You brand platform, we created a hero portfolio film supported by cutdowns, balancing cultural storytelling with clear RTBs: financing, home trial and app content including outdoor running.

To extend cultural reach, we partnered with Nina Chuba as the campaign’s voice artist (DE + EN), leveraging her influence among younger audiences to organically amplify the tournament narrative and drive incremental reach beyond paid media.

The ecosystem

A portfolio hero film (60”) supported by 30”, 15” and 6” cutdowns — running across digital, paid social and TVC, supported by OOH and search. Built to drive awareness and consideration uplift during peak tournament attention.

Dive into the full activation below.

Impact

  • Organic Social: Engagement: +15% vs BAU; Reach: +10% vs BAU; Impressions: +15% vs BAU

  • Paid Media: 5.6M impressions; 13% engagement rate (vs 4.3% brand benchmark); Positive brand sentiment

  • PR: +76M reach

  • Brand Metrics: Consideration +2.1ppt (+43% vs pre-campaign baseline); Surpassed Spring performance benchmarks

Peloton
Welcome to Peloton: Jürgen Klopp

Peloton
Motivated by Love: Angelique Kerber

Nespresso
Time to Savour

Oppo
Take your best shot