adidas x Peloton
Seeding Kit Launch
THE CHALLENGE
Celebrate the launch of the adidas x Peloton apparel collection
Create a comprehensive and thoughtful seeding experience for the initial launch of the adidas x Peloton apparel collection, supported by A-list instructors Cody Rigsby and Ally Love. The innovative collection was an anomaly in the sportswear world, with greater size inclusivity and non-gendered design.
THE INSIGHT
Foster the growth of the burgeoning, youthful Peloton community
In 2021, Peloton was booming, largely due to major lifestyle shifts caused by the global pandemic. Concurrently, Peloton’s new product offerings and pricing tiers made the brand accessible to a younger, more diverse range of consumers.
THE RESULT
A gym locker that brought people back to the “before” times, while supporting dual branding
We designed a mini locker, adorned with Peloton and adidas swag, to mimic the gym experience and give riders a place to store their gear and show their love of both brands. This opportunity served as a pivotal brand moment for adidas, our main client, by engaging passionate consumers within the Peloton community.
Considerations
With two brands joining forces, we thought about the individual and overlapping qualities representing adidas and Peloton. Next, we analyzed our consumer targets, from the Peloton addict to the introvert to the app-only user. Finally, we considered ways to differentiate this seeding experience from other brands, while creating a sustainable, sharable seeding moment that would lead influencers to enthusiastically and organically share their kits with their social networks.
Work in collaboration with Happylucky