Peloton Launches Foldable Treadmill With Miley Cyrus Campaign
Krissy Vann | Host, All Things Fitness and Wellness
Peloton is expanding its treadmill lineup with the launch of the Tread Flex, its first foldable treadmill, alongside a new marketing campaign featuring Miley Cyrus.
The Tread Flex debuts as part of a broader update to Peloton's treadmill portfolio, which now includes three models: the Tread Flex, Tread Vision and Tread+ Vision. Peloton said the expanded lineup is intended to serve a wider range of running, walking and hiking use cases.
The launch is being supported by "Let Yourself Run," the latest campaign under Peloton's "Let Yourself Go" brand platform. The campaign features Cyrus, who is a Peloton member, and uses her new single "Bass Persuades" from her tenth studio album of the same name.
The campaign also features Peloton instructor Adrian Williams and focuses on running and movement rather than performance metrics or training outcomes.
"Movement is essential for me, it's something that enhances any performance that I do. When people see me and Peloton, it's something that's very authentic to me, it's a part of my daily practice. I think all of us can really benefit from running, moving, and dancing - for no reason, for no gain but just being in that moment," said Miley.
For Peloton, the campaign represents a continued effort to position its products around a broader relationship with exercise rather than solely performance and optimization.
“We’re leading a shift in the cultural conversation around fitness at Peloton,” said Megan Imbres, Peloton’s Chief Marketing Officer. “We’re moving away from high-pressure optimization and data obsession towards an era of optimism that celebrates what the body can do. Miley was a natural fit to tell this story as she’s an authentic Peloton Member who has a history with Peloton, bringing an electric energy to the Peloton Tread Flex that transforms movement into total freedom.”
The Tread Flex also gives Peloton an option designed for consumers who may not have permanent space for a treadmill, addressing a practical limitation of larger connected fitness equipment. The company did not provide pricing or detailed product specifications in the announcement.
The "Let Yourself Run" campaign launches across the U.S. and Canada and will run across television, streaming video, digital advertising, social media and digital out-of-home placements.
Peloton will extend the partnership onto its platform in early October with a Miley Artist Series featuring music from "Bass Persuades."
The launch combines a new hardware category for Peloton with a celebrity-led marketing campaign as the connected fitness company broadens its treadmill offering and continues to evolve how it positions its brand to consumers.
