Peloton and Adidas are working together on an exclusive clothing line
The new collection, called adidas x Peloton SS21, was designed with the help of some of Peloton’s top bike instructors, including Robin Arzón, Ally Love and Cody Rigsby.
Peloton and Adidas announced on Thursday that they are working together to develop a new line of sportswear and lifestyle gear in inclusive sizes and unisex styles.
The collection was designed with the help of some of Peloton’s top bike instructors, including Robin Arzon, Ally Love and Cody Rigsby.
The merchandise, which includes shorts, hoodies, T-shirts, crew necks, sports bras, and sweatpants, costs between $ 30 and $ 85. The sizes for the clothing range up to 2X, and unisex options are available. Starting March 25, they will be available for sale on both companies’ websites as well as in select Adidas and Peloton retail stores. The companies say it is the beginning of an ongoing collaboration, with more to follow.
“At a time when we are unable to be physically together, we have an incredible opportunity to help build connected communities and continue to help people build their new fitness trips at home,” said Aimee Arana, general Global Training Manager at Adidas, in a statement.
Starting March 25, the new line will be available on the Adidas website, on the Peloton website and in select Adidas and Peloton retail stores.
Adidas is the latest apparel company to join Peloton’s list of brand partners. Peloton not only makes its own pieces, but also sells clothing and accessories from Lululemon and Nike as well as other niche players such as Beyond Yoga and Spiritual Gangster on its website.
The clothing store is run by Jill Foley, the wife of Peloton founder and CEO John Foley. It’s never been a strong sales driver, but it’s seen as a way for the company to attract new signups for its app-based membership through reference codes that offer clothing discounts. In the past, Peloton has found that apparel sales are often offset by these referral discounts and other annual discounts.
Peloton does not break out of its clothing sales. Instead, they will be incorporated into the associated fitness product line.
By working with partners like Adidas, Peloton arouses more interest in its brand and offers its subscribers access to exclusive content. Peloton announced that there will be a series of on-demand courses starting Thursday to celebrate Adidas’ launch, as well as a special live class on March 25th.
Other home fitness equipment manufacturers have taken a similar approach. The sports brand Fabletics, for example, has a partnership with the rowing machine Hydrow. It designs and manufactures all Hydrow clothing and Hydrow trainers only wear Fabletics during exercise. SoulCycle, Equinox’s New York City-based fitness company, is also working with Lululemon and Nike on limited edition SoulCycle-branded equipment.
The financial terms of Peloton’s deal with Adidas were not disclosed.
Peloton stocks are up more than 320% in the past 12 months, but have fallen nearly 30% since the start of the year after a huge spike in 2020. The company has a market capitalization of more than $ 30 billion.