Peloton launches campaign targeting millennial men with NFL stars J.J. and T.J. Watt

Peloton launched a new campaign on November 1, titled “Find your push. Find your power,” aimed at attracting millennial men. This is the first campaign from agency Special London and features NFL brothers J.J. and T.J. Watt. The campaign highlights a friendly rivalry between the brothers, who are both Peloton members. It aims to address millennial men's unfamiliarity with Peloton's running offerings, as many engage in running but lack awareness of the brand's products. This initiative marks the first major effort under new Chief Marketing Officer Lauren Weinberg. Peloton is increasing its media spending to boost demand as it prepares for the holiday season, despite expecting a soft quarter.