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Peloton Spotlights its Member Community with 'It's You. That Makes Us.' Spot

adam&eveDDB New York captures the connections and support of the exercise community

Peloton Spotlights its Member Community with 'It's You. That Makes Us.' Spot

Peloton is launching this Friday, July 23rd, it’s latest campaign It’s You. That Makes Us., which puts a spotlight on how the Peloton Member community organically forms connections and supports one another via mutually shared motivations and interests.

This is an extension of Peloton’s Champions Collection training partnership announced earlier this year. It’s You. That Makes Us. will offer a glimpse into how, even if they’ve never had the opportunity to meet face-to-face, Members of the Peloton community inspire and push each other. A number of the elite athletes from the Champions Collection, including Peloton Member Usain Bolt, are amongst the Peloton Members featured in the campaign. It’s You. That Makes Us -- which includes paid TV, OOH, OTT, social, Instagram, Facebook and YouTube -- was produced in partnership with creative agency Adam+Eve.

The 0:30 television spot will air nationally at launch, in the UK. It will be supported by a 0:30 athlete spot, featuring Usain Bolt, as well as additional, individual athlete stories that will post on Peloton’s social channels between the 23rd July and 8th August. It is Peloton’s way of celebrating and thanking its Community, while also welcoming others to be a part of an incredibly engaged group of 5.4 million Members globally. 

Dara Treseder, SVP, global head of marketing and communications, Peloton: “Everything we do at Peloton is centered on improving the lives of our Members. The goal and focus of our new campaign is to recognize and celebrate what Members of our community are able to accomplish individually and collectively as One Peloton. We are humbled and inspired by how our Members show up for one another, and help each other get the most out of their workouts and lives.”

Bryant Brennan, SVP, global creative, Peloton: “The Member-centric focus of this campaign is quintessential to who we are as a brand. The tone of this campaign, however, is purposely different from previous Peloton creative. It’s You. That Makes Us. connects the dots between how, united, our Community accomplishes so much together, and serves as an open invitation for others to join this supportive and inspiring group.”

James Rowe, managing director, adam&eveNYC: “It’s been a real privilege to work with the Peloton community to put them authentically at the heart of this campaign. This feels like the right time to celebrate the strength, unity and power of the community to push each other forward, whether that be a first-time rider or the fastest man in the world. High fives all round.”

Featured Companies: Wave Studios NY , Company 3 , Mill New York

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SVP Head of Global Marketing & Communications: Dara Treseder

SVP Global Creative: Bryant Brennan

VP Global Strategic Marketing: Jamie Herbert

VP Global Creative Operations: Joanne Peters

Senior Director, Advertising: Mimi St. Gelais

Director Strategic Marketing: Emily Shattan

Senior Strategic Marketing Manager, Sports: Sam Fink


Chief Creative Officer: Richard Brim

Executive Creative Directors: David Brown & Daniel Bonder

Creative Directors: Genevieve Gransden & Selma Ahmed

Creative Directors: Jess Toye & Martin Baker

Creative Directors: Patrick Glorieux & Matthew McFerrin

Managing Director: James Rowe

Head of Production: Victoria Bennett

Chief Strategy Officer: Alex Hesz

Senior Strategist: James MacAskill

Account Directors: Erin Brogan, Campbelle Saville-Smith

Account Manager: Rosa Aaronovitch

Executive Producer: Gemma Conway

Senior Producer: Sally Brewin

Integrated Producer: Sion Prys

Associate Producer: Sean Tanner

Head of Design: Mitch Horton

Senior Designer: Kelsey Plantas

Media agency: Horizon

Talent Agency: The Marketing Arm


Production Company: Pulse Films

Global President Commercials & Brand: Davud Karnassioun

Head of Production: Nick Fuller

Producer: Dennis Beier

Director: Bassam Tariq

DP: Lol Crawley


Editorial: Rock Paper Scissors

Executive Producer: Eve Kornblum

Producer: Lisa Barnable

Editor: Paul Hardcastle

Assistant Editor: Ben Elkaim

Post Production

Post Production: The Mill

Head of Production: Bethaney Phillips

Production Supervisor: Colin Blaney

Senior Producer: Catherine Fischer

Associate Producer: Katharine Mulderry


Color: Company3

Senior Producer: Matt Moran & Mario Castro


Colorist: Sean Coleman

Audio: Wave Studios NYC

Executive Producer: Vicky Ferraro

Producer: Eleni Giannopoulos

Audio Engineer: Aaron Reynolds & Chris Afzal

Category: Outdoor Equipment , Sports and Leisure

Genre: Dialogue , People , Storytelling