Peloton targets millennial men with first part of multiphase campaign [Video]

Dive Brief:

• Peloton on Friday announced the launch of a new multi-phase campaign — its first from agency Special London — entitled “Find your push. Find your power,” per a press release.
• The first North America-based phase of the effort centers on the friendly, Peloton Leaderboard-based sibling rivalry between former NFL great J.J. Watt and current NFL star T.J. Watt.
• Two-thirds of Peloton members are women, according to the company, and the new campaign seeks to win over more millennial men by focusing messaging on their fitness needs.

Dive Insight:

Peloton is preparing for the holiday season and beyond with the first iteration of its “Find your push. Find your power” campaign. As the fitness company evolves its go-to-market strategy, it is working to create demand with new audiences through more balanced marketing, per press details. First up: millennial men, a …