Peloton launches next phase of global brand platform in Australia via Special London
Peloton has rolled out the latest phase of its global campaign ‘Find your push. Find your power‘, created in partnership with Special London.
The campaign centres on the idea that everyone’s reason for exercising is personal—some are driven by competition, others by variety, coaching, or life’s curveballs. Peloton meets users where they are, offering thousands of live and on-demand classes led by world-class Instructors and backed by a global community of support.
The new hero film ‘Run It Off’ follows the story of someone who receives a break-up text and, in response, laces up their runners and starts a fitness journey. The film highlights how emotional moments—breakups, job changes, or health challenges—can be the catalyst for positive change, and how Peloton is designed to meet that moment.
The campaign is rolling out across TV, digital, social and audio platforms in Australia, as well as in the US, UK, Canada and Germany.
Says Sam Walter, Senior Brand Director, Global Consumer and Brand Marketing at Peloton: “The Find your push. Find your power. campaign is rooted in the insight that everyone has a different reason to get started in their fitness journey. Whatever the spark to begin is, Peloton helps its Members achieve the change they want to see. Our objective with this campaign is to help people believe in the power of Peloton to change their lives by expanding their understanding of the fitness experience we offer. Throughout the campaign, we’re sharing stories of positive change supported by Peloton, starting with our hero film ‘Run It Off’. We’ll also highlight powerful Member stories from different transformational moments to position Peloton as a leader in running, walking, and strength training — areas of fitness in which we offer amazing products and content experiences.”
Says David Day, Chief Creative Officer, Special London: “Peloton’s Find your push. Find your power. platform isn’t just about fitness. It’s about understanding the true human motivation that pushes us to be the best version of ourselves. The first phases of the campaign tapped into two human behaviours, competitive rivalry and the need for variety, as incentives to exercise. Phase three goes emotionally much deeper focusing on one of life’s unexpected moments — a breakup. The film tells the story of someone finding out their relationship is over, by a text, harsh! But it’s how we react in those moments that makes us humans so incredible, as it’s in those difficult times that we do find our inner strength to not just move on, but move forward.”
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