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Monday, February 26, 2024
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Peloton Looks for Revival with ‘And Just Like That’ Ad

  • Peloton is looking to turn its fortunes around, starting with an ad that responds to the company's surprising role in a new HBO show.
  • The company's stock is down over 70% since the start of the year.
Peloton-Bike
Peloton/Design: Alex Brooks

Peloton is looking to get its swagger back, starting with an ad making light of an unexpected moment in the HBO Max show “And Just Like That.”

On Friday, the brand received another gut punch in a rocky year when the “Sex and the City” spinoff debut featured a scene in which a central character from the original show, played by Chris Noth, dies after a 45-minute workout on a Peloton Bike.

The company’s stock tumbled 16.1% from close of market Wednesday to close of market Friday and is down over 70% since the start of the year. 

Peloton has weathered a major product recall, software vulnerabilities, disappointing earnings, and supply chain issues — not to mention the reopening of gyms.

New Beginnings

On Sunday, Peloton released an ad featuring Noth and Jess King, the cycling instructor featured on the show. The brand is hoping the Ryan Reynolds-directed spot, already viewed over 1 million times, can spark a turnaround, backed by new and upcoming initiatives.

  • Last week, Peloton rolled out boxing classes.
  • Next year, the company will begin selling The Peloton Guide, which offers strength training workouts and feedback through a $495 box and camera that connects to a TV.
  • Peloton is believed to be working on a rowing machine.

The company is expected to expand into hotels and health clubs after its $420 million acquisition of Precor in September. It is also developing video games that accompany workouts by using the connected machine as a controller.

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