Peloton launches foldable treadmill with Miley campaign

Peloton (NASDAQ: PTON) has launched the Peloton Tread Flex, its first foldable treadmill, alongside a marketing campaign featuring singer Miley titled "Let Yourself Run."

The campaign, which launched in the US and Canada, is set to Miley's single "Bass Persuades" from her tenth studio album of the same name. The hero spot was directed by Bethany Vargas and features Miley alongside Peloton instructor Adrian Williams.

The Peloton Tread Flex is part of a broader refresh of the company's treadmill lineup, which now includes three products: the Peloton Tread Flex, the Peloton Tread Vision, and the Peloton Tread+ Vision.

"Movement is essential for me, it's something that enhances any performance that I do. When people see me and Peloton, it's something that's very authentic to me, it's a part of my daily practice," Miley said in a statement.

The multi-channel campaign runs across television, streaming, online video, paid digital, social media, and digital out-of-home placements. A Miley Artist Series featuring music from the Bass Persuades album is scheduled to arrive on the Peloton platform in early October.

Peloton Chief Marketing Officer Megan Imbres said the campaign reflects a shift in the company's brand direction, adding that Miley "brings an electric energy to the Peloton Tread Flex that transforms movement into total freedom."

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