Peloton announces Champions
Peloton announces nine elite athletes will become brand ambassadors. What do these champion athletes add to the Peloton brand and member experience?
Who are the Champions?
Table to show Peloton champions, Instagram following, apparel sponsor and what they’re known for:
Peloton’s instructors by comparison have a combined 7.2 million Instagram followers with an average follower count of 201,360. The selected Champions certain bring some clout with them.
How does this campaign fit into the overall marketing strategy?
Peloton’s brand values were revealed in 2019. Looking at the brand wheel, let’s examine how the Champions campaign fits into the overall strategy:
Peloton’s Champions are aimed firmly at the following product truths:
Leaderboard and metrics that push you
The Champions will be found on the Leaderboard after a workout that allows members to compared themselves directly to them.
Passionate, connected community
It doesn’t get more passionate than to be joined in a workout by former Olympians or and be given a high-five.
Champions will be targeted at the following brand values:
Competitive
Imagine competing against some of the greatest Olympians. It doesn’t get more interesting than comparing yourself to some of the best athletes.
Captivating
This special events bring excitement to the platform with exclusive content.
The power of celebrity endorsements
These celebrity endorsements will benefit the brand in two key areas:
Positive effect on ad recall
Positive effect on purchase intent
Peloton’s aim is to cement the relationship between its brand and the Champions. Champions have already uploaded a video to their Instagram feeds, showing the teaser marketing. Peloton wants to build a lasting connection between the Champions, meaning whenever you see the Champion, you think of Peloton.
Usain Bolt, the most followed on Instagram, has already posted numerous videos of himself working out on a Peloton bike. Customers unaware of Peloton will be inspired to consider the product.
The above video has been viewed over 750,000 times and it shows Usain working out with a friend outside. He’s clearly working hard, aligned to Peloton’s brand values of ‘make hard work fun’. Many of his followers have commented about his new Peloton bike, another clever way of building brand recognition as it wasn’t overtly mentioned by Usain in the video.
John John Florence’s message to his followers connects the brand directly to his rehabilitation from a serious knee injury, building consideration with others that might find themselves in a similar situation, using Peloton to get back into shape.
Andre mentions competition in his post, again aligned to Peloton’s brand values.
Viewed over 63,000 times the above video shows Allyson Felix and her husband working out together on separate bikes. This is another great example of what the Champions will bring to the platform with influencer based marketing on social media.
Champions are diverse and inclusive
Peloton’s Champions demonstrate just how diverse and inclusive the community is, speaking to the following brand values:
Encouraging
Like I can accomplish anything
Like nothing is in my way
There are six women (66%) and three men (33%) and therefore a female bias, which correlates to the number of female instructors and class count.
Building excitement within the community
The community element speaks to the following brand values:
Passionate connected community
Competitive
Most of the comments on Reddit are about Usain Bolt and whether his sprinting expertise will translate to cycling. Peloton Champions are an excellent way of making members feel valued and further solidifying them to the platform. It’s a way to keep members interested and part of something unique, allowing them to test themselves against some of the best athletes in the world.
Brand linkage to the 2021 Olympics
This summer will feature the Olympic Games in Japan. Peloton will hope to link its brand to the event without being an official sponsor. Peloton Champions are Olympians and we all know just how inspiring the games are. Many people will be looking to start a fitness journey and Peloton will be ideally placed to capitalise using its Champions’ social networks to build brand awareness.
Peloton apparel off limits
All of the Champions are already sponsored by rival apparel brands such as Puma, Nike, Adidas and Speedo. When the Champions are working on the platform they’ll be wearing the brand of a rival. In the various marketing videos produced for the campaign, the rival brands are clearly shown. Despite its partnership with Adidas it appears apparel won’t be a part of the promotion, which feels like a missed opportunity.
Summary
Peloton’s Champions have a combined 13.4 million Instagram followers
This campaign hits many of Peloton’s brand values
Celebrity endorsements improve ad recall and purchase intent
The selected Champions are diverse and inclusive
The community is excited by the upcoming campaign
Peloton’s aim is to link itself with the Olympic games in Japan
Apparel is off limits with the champions already sponsored by major clothing brands
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