Peloton began offering apparel through brand collaborations in 2014, eventually launching its own private label in 2021 due to high demand from its loyal members. This shift helped Peloton evolve from a fitness company to a more community-focused brand.
For years, Peloton’s clothing and accessories were only available through its official website and physical stores. Recently, the company has started partnering with major retailers to boost brand awareness and attract new customers.
In November of last year, Peloton partnered with Costco to offer its Bike+ bundle at a lower price, both in stores and online. This move allowed Peloton to reach a wider audience by making its products available at popular retail locations. That same month, Peloton also teamed up with Nordstrom, selling its clothing and accessories for men and women on the retailer’s online marketplace.
Peloton has seen positive customer feedback for its apparel on Nordstrom’s marketplace, with men being the top buyers. This partnership has successfully helped Peloton achieve a key goal of its multi-phase campaign: “Find your push. Find your power.”
