In the News: Peloton Diversifies Into Branded Apparel

Peloton, the popular exercise-equipment producer, has made a splash in the world of activewear with the launch of its own private-label apparel brand. Their autumn 2021 collection includes a range of pieces that the company says have been wear-tested by Peloton members and instructors.


In 2014 Peloton began selling apparel  in direct response to member demand, dropping seasonal and cultural collections in collaboration with a variety of brand partners such as Lululemon and Nike. Earlier this year, Peloton paired up with Adidas for a set featuring unisex styles. Their latest curation, made available earlier this fall, features a mix of men's and women's cuts.

Jill Foley, wife of Peloton’s founder and CEO John Foley and vice president of Peloton's apparel, inferred the apparel has been developed with input from instructors and tailored to support its members. “With each collection, we’re offering reliable pieces that support your sweatiest days, your busiest days, your rest days and beyond,” she stated in a press release. “Our goal with this brand is to enhance our members’ lifestyles, not just one part of their day.”

Peloton Apparel will include a line of signature styles offered each season, but with new colorways and design elements in each performance-tested drop. The apparel features four fabric types which offer different comforts: Peloton Cadent Fabric, Peloton Lite Lines Fabric, Peloton Move Mission Fabric, and Peloton Essential Fabric.

Peloton’s big push into apparel comes as shares for Lululemon reached an all-time high when the high-end activewear company publicized that it is on track to hit their 2023 revenue target well ahead of schedule. Indeed, activewear with functionality around the clock, not only during workouts, continues to perform well. Women’s activewear grew about 40% in the first half of 2021, while men’s and children’s activewear grew about 45% compared to 2020, according to market research firm NPD Group.

Many consumers are willing to invest in higher-end pieces. “Activewear buyers are currently spending 11% more per purchase compared to non-activewear buyers,” according to a blog post by Maria Rugolo, an industry analyst for NPD. In the final quarter of 2020, Peloton reportedly sold 600,000 units of branded apparel. CEO John Foley announced that apparel sales are outpacing the growth of the rest of the business. The apparel division, according to CNBC, has functioned as a way to encourage new signups to its app-based membership via referral codes that offer clothing discounts.

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