Peloton (NASDAQ:PTON) has launched the Peloton Tread Flex, its first foldable treadmill, alongside a marketing campaign featuring singer Miley titled “Let Yourself Run.”
The product forms part of a wider refresh of Peloton’s treadmill range, which now comprises three models: the Tread Flex, Tread Vision and Tread+ Vision.
The advertising campaign has launched in the United States and Canada and will run across television, streaming services, online video, digital advertising, social media and digital out-of-home placements.
Tread Flex Expands Peloton’s Treadmill Range
The Tread Flex introduces a foldable option to Peloton’s treadmill portfolio, extending the company’s range alongside the Tread Vision and Tread+ Vision.
Peloton is promoting the new model through a campaign centred on movement and running, with Miley appearing alongside Peloton instructor Adrian Williams.
The main advertisement was directed by Bethany Vargas and features Miley’s single “Bass Persuades”, taken from her tenth studio album of the same name.
Miley Discusses Role of Movement in Daily Routine
Miley said her involvement in the campaign reflects the importance of physical activity in her own routine.
“Movement is essential for me, it’s something that enhances any performance that I do. When people see me and Peloton, it’s something that’s very authentic to me, it’s a part of my daily practice,” she said.
The campaign will be supported by a Miley Artist Series on the Peloton platform, featuring music from the Bass Persuades album.
The series is scheduled to launch in early October.
Campaign Marks Shift in Peloton’s Brand Direction
Peloton Chief Marketing Officer Megan Imbres said the campaign reflects a change in the company’s approach to brand marketing.
Imbres said Miley “brings an electric energy to the Peloton Tread Flex that transforms movement into total freedom.”
The multi-channel campaign combines the introduction of Peloton’s first foldable treadmill with music-led advertising and planned content for its fitness platform.
Peloton did not disclose pricing or sales targets for the Tread Flex in the announcement.