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Peloton goes from marketing punchline to ESPN programming with new ‘All-Stars Ride’ (CE)

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Back on November 12, Peloton posted a new holiday ad that lit the internet up like the Griswold’s house. If you can remember back that far, a husband presents his wife with the gift of a tech-enabled stationary bike, and she proceeds to document her journey embarking on the interactive fitness platform.

Click here to read the story at fastcompany.com.

Discussion Questions:

  1. Why was Peloton criticized for their holiday advertising?
  2. Why do you think Peloton sales are up during the health crisis?
  3. The company recently announced they were halting their advertising. Why do you think they would make that decision?
  4. What is cross promotion?
  5. How might this story represent an example of cross promotion? How does ESPN benefit from the partnership? How does Peloton benefit?
Chris Lindauer
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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