Peloton X Beyoncé Artist Series
While Peloton is widely known for an intense cardio workout, it has deepened its offering in the Strength category. This Artist Series partnership with Beyoncé leaned into the motivational side of Strength. The campaign prompted our Members with Where do you Source Your Power? The visual identity used symbolic imagery from Beyoncé’s story and integrated it within a circular ring representing our aura: the place we source our power.
This campaign reached Members and Prospects through organic and paid social media channels. The messaging drove them to take classes with curated Beyoncé playlists.
In 2020, together with Beyoncé, Peloton offered two-year free Peloton App memberships to students from 10 HBCUs across the U.S. One year later, Peloton highlighted five exceptional Members from HBCUs who embodied strength, courage, and determination every day.
