Business

Peloton and Adidas are cooperating on an exclusive athletic apparel and lifestyle line

Peloton and Adidas declared Thursday they’re cooperating to make another line of athletic apparel and lifestyle gear, in comprehensive sizes and unisex styles.

The collection was designed with assistance from some of Peloton’s top cycling instructors, including Robin Arzon, Ally Love, and Cody Rigsby.

The product, which incorporates shorts, hoodies, tees, crewnecks, sports bras, and jogger pants, retails anyplace somewhere in the range of $30 and $85. Sizes for the clothes go up to 2X, and unisex alternatives are accessible.

Starting March 25, they’ll be available to be purchased on the two organizations’ websites and in select Adidas and Peloton retail stores. The organizations say it’s the beginning of ongoing cooperation, with additional to come.

“During a time where we are not able to be physically together, we have an incredible opportunity to help grow connected communities and continue to support people as they build their new fitness journeys at home,” said Aimee Arana, general manager of global training at Adidas, in a statement.

Adidas is the most recent clothing organization to join Peloton’s list of brand partners. As well as assembling its own pieces, Peloton sells clothing and accessories made by Lululemon and Nike, and more niche players like Beyond Yoga and Spiritual Gangster, on its website.

Its apparel business is helmed by Jill Foley, the spouse of Peloton founder and CEO John Foley. It has never been a strong revenue driver, however is viewed as a route for the organization to captivate new sign-ups for its app-based membership through reference codes that offer clothing discounts.

Previously, Peloton has noticed that apparel sales are often offset by those reference discounts and other annual markdowns.

Peloton doesn’t break out its clothing sales. All things considered, they’re collapsed into its associated fitness product division.

By working with partners like Adidas, Peloton works up more interest in its brand and gives its subscribers access to exclusive content. Peloton said it will hold a progression of on-request classes starting Thursday that are in celebration of the Adidas launch, as well as a special live class on March 25.

Other at-home fitness equipment producers have adopted a comparable strategy. The athleisure brand Fabletics, for example, has a partnership with rowing machine Hydrow. It plans and creates all Hydrow clothing, and Hydrow’s trainers solely wear Fabletics during exercises.

SoulCycle, the New York City-based fitness organization owned by Equinox, likewise works together with Lululemon and Nike on restricted, SoulCycle-branded gear.

Peloton shares are up over 320% over the past 12 months, yet have fallen almost 30% year to date, following an enormous run-up for much of 2020. The organization has a market cap of more than $30 billion.

Tags
Back to top button
error: Content is protected !!
Close