Peloton Goes All In On Branded Apparel With Private Label Launch
Peloton, the interactive fitness brand known for its stationary bikes, tested the branded apparel waters last year by partnering with Athleta and Hill City for special capsule drops. After the success of those capsules, it partnered with Adidas for co-branded apparel.
Now, Peloton is taking things even further by introducing its own private label apparel brand, aptly named Peloton Apparel.
Peloton users are evangelical about the brand. They love their bikes. They love the coaches that are streamed directly onto the screen. The Peloton name carries weight as a status symbol in addition to a workout brand, and users will no doubt want to complement their home workout setup with things like workout apparel.
That explains the tremendous success Peloton has already had in branded apparel, with a reported 600,000 units sold in the last quarter of 2020 alone:
Peloton is teaming with Adidas in a newly announced partnership.
Details are limited, but Adidas said the brands are combing forces "to surprise & delight our highly engaged communities."
Last quarter, Peloton sold 600K units of branded apparel according to CEO John Foley. pic.twitter.com/mdbWKQDAox
— Joe Vennare (@JoeVennare) March 11, 2021
Now, the company has apparently realized the size of the market opportunity at its fingertips, and has gone all in with its private label launch. The first line is out now, and features men’s, women’s and gender-neutral pieces, according to Yahoo.
“I couldn’t be more thrilled to officially launch Peloton Apparel, a brand that has been influenced by our amazing instructors and at its core is centered around supporting our members,” Peloton vice president of apparel Jill Foley said in a statement to Yahoo. “With each collection, we’re offering reliable pieces that support your sweatiest days, your busiest days, your rest days and beyond. Our goal with this brand is to embrace our members’ lifestyles, not just one part of their day.”
That means that, unlike the exercise bikes, the apparel won’t be confined to the home or gym, which is important in athletic or athleisure apparel these days.
The pieces will be made with four different fabrics, which Peloton says have specific functions for the garment’s use.
There’s Cadent, which is a moisture-wicking polyester/spandex blend for moderate compression and ease of motion. There’s Lite Lines, which is a performance knit jersey for quick drying and cooling. There’s Move Mission, which is a high gauge nylon spandex interlock for high-performance. And there's Essential, a stretchy nylon spandex interlock with light compression.
The line is available now. If it goes as well as Peloton's apparel experiments, which it seems like it will, it wouldn’t be a surprise to see Peloton expand even further and invite other brands to co-brand their apparel, rather than slap their logo on someone else’s product.