Peloton (NASDAQ: PTON) has announced the launch of "Let Yourself Run," the next chapter of its "Let Yourself Go" brand platform, partnering with Grammy® Award-winning, multi-platinum global superstar Miley to debut the Peloton Tread Flex. The campaign spotlights Miley’s new single "Bass Persuades" from her recently released tenth studio album, Bass Persuades, leveraging her status as a Peloton Member who famously trains her lungs on the Peloton Tread. Directed by creative force Bethany Vargas, the dynamic hero spot fuses the rhythm of a run with a powerful soundtrack, highlighting the simple joy of movement and encouraging viewers to unlock their inner athlete.
As the next chapter of Peloton’s "Let Yourself Go" brand platform, "Let Yourself Run" evolves the narrative by redefining the running experience. The campaign aims to demonstrate how Peloton transforms every run, walk, or hike into an opportunity to move authentically and find a powerful sense of personal release. The hero film captures what movement feels like for Miley: as she steps onto the Peloton Tread Flex, the world falls away, leaving her lighter, freer, and more herself. Through running, music, and choreography, she finds her rhythm alongside Peloton Instructor Adrian Williams, capturing the unique connection between Instructor and Member that is key to transporting the runner.
"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.
The campaign marks the debut of the Peloton Tread Flex, Peloton’s first-ever foldable treadmill engineered to deliver high-quality fitness that fits seamlessly into any space and routine. The broader Peloton Tread lineup has also been reimagined to deliver Peloton’s most tailored experience yet with three distinct products - the Peloton Tread Flex, Peloton Tread Vision, and Peloton Tread+ Vision - designed to meet every type of runner, walker and hiker wherever they are in their fitness journey.
“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.”
Launching today across the US and Canada, the multi-channel campaign features a hero :60 supported by cutdowns across TVC, OTT, OLV, Paid Digital, Paid + Organic Social, and Digital OOH. The campaign will also be supported by a Miley Artist Series coming to the platform in early October, bringing the music from her Bass Persuades album directly to Peloton Members.
For more information, visit onepeloton.com and follow the brand on Instagram, Facebook, and TikTok.
CREDITS
Creative: Peloton Brand Studio
Chief Marketing Officer: Megan Imbres
VP, Global Creative: Melissa Parker Hughes
Sr. Creative Director: Erick Rodriguez
Director, Brand Management: Erin Woods
Executive Producer: Angelo Mazzamuto
Assoc. Creative Director: Connie Chweh
Assoc. Creative Director: Xander Opiyo
Assoc. Creative Director: Funmi Adejobi
Senior Copywriter: Jilly Ko
Senior Producer: Stacy Torres
Celebrity & Business Affairs Director: Christina Rust
Lead Project Manager: Hillary Jordan
VP, Global Music: Tony Calandra
Music Supervisor: Janet Rich
Music Supervisor: Rose Lonergan
Direction & Photography: Bethany Vargas
Production: DIVISION
MD/Executive Producer: Jacq Wilkinson
Executive Producer: Smith
Director of Photography: Ben Carey
Producer: Saul Germaine
Production Supervisor: Ashley Holloway
Choreographer: Stephen Galloway
Asst Choreographer: Caryn Mueller
VFX On Set Supervisor: Andy Davis
Steadicam Operator: Ari Robbins
1st AD: Bob Walter
2nd AD: Arielle Zolezzi
Production Designer: Spencer Graves
Art Director: Justin Ryan Brown
Costume Designer: Angelina Vitto
Behind-The-Scenes Shooter: Zac Weisel
Behind-The-Scenes Shooter: Ruby Bell
Print 1st Photo Assistant: Nick Tooman
Print 2nd Photo Assistant: Jorge Solorzano
Print Digital Tech: Colin Hoefle
Editorial: Modern Post
Executive Producer: Andrew Illson
Post Producer: Morgan Escobar
Editor - Brand Films: Sofia Kerpan
Editor - Product Films: Lauren Friedman
Assistant Editors: Trevor Clifford, Juliana Fagan, Robert Laird + Ryan Mills
Visual Effects & Finishing: Modern Post
Executive VFX Producer: Mike DeFillipps
Head of VFX: Mel Hudson
VFX Producer: Jessica Rowley
VFX Leads: Anthony Agusta, Tony Rivas
Flame Artists: Meggen Burdick, Christopher Memoli, Steve Koenig, Matthew Tremaglio, Molly Tomecek, Celine G Cao
2D Compositing Artists: Dan Gardiner, Jadyn Murphy, Kevin Su, Jungwon Park
Color House: Ethos Studio
Colorist: Dante Pasquinelli
Producer: Nat Tereshchenko
Color Assist: Annie Cater
Head of Production: Sasha Pace
MD/EP: Eliana Carranza-Pitcher
Founder/EP: James Drew
Behind-The-Scene Editorial: Uppercut NYC
Head of Production: Nicholas Markus
Executive Producer: Tara Holmes, Lisa Sadek
Editor - Brand: Sarah Welty
Editor - Product: Jake Jennewein
Assistant Editor: Daviana Angelo
BTS Brand - Editorial Footage: Footage by AOH Studio
Recording & Mix Studio: Racket Club
Executive Producer: Lauren Cascio
Sound Design & Mixer: John Bolen
Behind-The-Scenes Mixer: John Bolen
Assistant Mixer: Anthony Nguyen
Creative Consultancy: TITLE
Miley Creative Director: Alastair McKimm
Music Track: Bass Persuades
Featured In: All Brand Films
Performed: by Miley
Label: Atlantic Records
Written by: Miley Cyrus, Kid Harpoon, Gregory Aldae Hein, Michael Pollack
Published by: Sony Music Publishing, Universal Music Publishing, Concord, Kobalt
Music Track: Sunday Embarcadero
Featured In: Meet the Tread Flex
Performed by: Banda Maje
Label: Four Flies
Written by: Giuseppe Maiellano
Published by: Giuseppe Maiellano (50%); Four Flies Srl (50%)
PRO: SIAE
Music Track: Judy
Featured In: Meet the Tread+ Vision The New Peloton Tread Flex (Streaming Audio)
Performed by: Max Raffeng Orchestra
PRO: SIAE
Written by: Anita Casadei; Sabina Giavi
Published by: Sabina Giavi; Minstrel Edizioni Musicali Di Borgazzi Maria Grazia S.a.s.; Anita Casadei
Music Track: Sabina
Featured In: Meet the Tread Vision
Performed by: Silvano D'Auria feat. Edda Dell'Orso
PRO: SIAE
Written by: Silvano D'Auria
Published by: Silvano D'Auria (50%); Four Flies Srl (50%)
Music Track: A Sign (SLCT Remix)
Featured In: LYR: Behind The Feeling (Product)
Performed by: L.M. Styles, SLCT feat. LaKesha Nugent
Written by: Martin Hall
Published by: Epidemic Sound
