Peloton first began selling apparel in collaboration with other brands in 2014 and later launched its private label in 2021 due to its immense popularity and high demand among its loyal members. This development in Peloton’s marketing transformed it from a fitness company to a close-knit community.Â
For many years, fans could only obtain Peloton’s clothing and accessories through the company’s official website and physical retail stores. However, Peloton recently began partnering with multiple big retailers to expand its brand awareness and potentially gain new audiences in hopes of increasing revenues.
In November of last year, Peloton announced it had partnered with Costco to sell its Bike+ bundle in stores and online for a much more affordable price. This partnership allowed Peloton to gain a new audience who was previously unaware of the brand by conveniently selling its product at retailers that these customers frequent regularly. Â
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That same month, Peloton unveiled its partnership with Nordstrom to sell its clothing and accessories on the retailer’s online marketplace, catering to both women and men.Â
According to Peloton, customers have responded positively to its apparel offerings in Nordstrom’s marketplace, with men being a top client. This partnership successfully accomplished one of Peloton’s multi-phase campaign goals, ‘Find your push. Find your power.’Â
J.J. Watt on the Peloton Bike+.
Peloton’s ‘Find your push. Find your power’ campaign to increase brand awareness
Peloton’s ‘Find your push. Find your power‘Â campaign aims to create a more balanced marketing approach by increasing demand among new audiences. One of the primary audiences it aimed to target was men, which has historically been the company’s weaker audience percentage.
According to Peloton’s statistics, two-thirds of its members are women, so this campaign will help the company target a minority audience and potentially expand its subscriber reach to less likely consumers.
Peloton announces its marketplace partnership with Target
These partnerships with big retailers during the holiday season seem to be working for Peloton ( (PTON) ), as only a few months after announcing its November partnerships, it had already secured a deal with another big retailer.
Peloton announced it has partnered with Target as part of its apparel strategy to offer customers more places to shop for its clothing and accessories. Peloton is Target’s newest addition to its Target Plus partner program, an invite-only program that allows third-party companies to sell their products directly through Target’s online store.
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Currently, customers can only purchase Peloton merch through Target’s online marketplace, and no further announcements have been made about a potential in-store Peloton offering.
“Working with Target to bring select Peloton Apparel items to Target Plus… offers a different purchase touchpoint for current Members to find Peloton wares through shopping channels they already frequent and serves as a source of discovery for net new consumers,” said Peloton.
Peloton didn’t reveal any other prospective retail collaborations in the future; however, the company disclosed that it will continue to test out third-party retail partnerships.
“As we build on these initial collaborations, we will use our key learnings to fine-tune our thinking and approach to third-party retail partnerships. We are excited about the opportunity to make Peloton apparel and accessories more accessible for current and prospective Members,” said Peloton.
The Peloton and Target partnership is a powerful duo
Peloton’s new collaboration with Target (TGT)  may be one of the most genius partnerships the companies have ever landed since they both cater to a similar audience.
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According to a study by Contimod, over 63% of Target shoppers are women, which aligns with Peloton’s prominent female audience. Â
The leading age group in Target’s women-dominated audience is 25-34, followed by 35-44. For Peloton, 35-44-year-olds comprise 33% of its user base, as reported by PeloBuddy.
Target’s third-quarter comparable sales for 2024 increased by 0.3%, driven by intense traffic and digital performance, which increased by nearly 11%. This constant incline in Target’s e-commerce channel is a great sign for the potential performance of Peloton’s apparel, which is only sold through Target’s online marketplace.Â
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