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Peloton: Brand Extension

We were asked to create an extension to help an aspirational brand conquer new market territory. We chose Peloton: a pioneering brand that now exists in a crowded category. Due to the pandemic, the at-home fitness sector has become even further saturated, but Peloton's brand power and community of loyal riders is not easily replicable. We believed that Peloton had to look outside the category: literally and figuratively. Our brand extension, Peloton View, offers international high-end bike tours, led by the instructors riders know and love. Not only will this give riders new ways to connect with each other, but it also introduces Peloton to new international markets, laying groundwork for future growth. My role as Strategist involved research, competitive analysis, and presentation narrative.

Project Roles
Strategist
Company
Peloton
Skills
Brand Strategy, Mixed-method Research
Media
Branding
Project Industries
Lifestyle, Technology, Travel/Tourism
Peloton: Brand Extension
Peloton: Brand Extension
Peloton: Brand Extension
Peloton: Brand Extension
Peloton: Brand Extension
Peloton: Brand Extension
Collaborators