Peloton

Peloton — “Skeptics Turned Believers” Campaign

Agency: Stink Studios London × Peloton NYC

Peloton wanted to convert skeptics into advocates — and fast. Working with the NYC brand team, I helped create a print and outdoor campaign celebrating real members who’d gone from doubters to die-hard fans.

Each ad contrasted short, dismissive preconceptions — “overpriced coat rack,” “cult of elitist exercise fanatics” — with the same users’ later, breathless testimonials once they’d joined the Peloton community. The humour in that transformation became the creative heartbeat of the campaign.

Executed across Times Square, the World Trade Center, and major US newspapers including The New York Times and The Washington Post, the campaign captured Peloton’s energy and authenticity — turning skepticism itself into social proof.