A new Peloton ad campaign is repositioning the high-profile interactive fitness brand as ‘for anyone, anywhere’ as it focuses on its revamped and inclusive offering.

The relaunch marks a dramatic shift in messaging, signalling the start of the company’s next chapter and is centred around a vibrant new brand identity and global brand campaign – ‘Peloton. Anyone. Anywhere.’

The integrated campaign – which has been created, written and delivered by creative partner Stink Studios – is repositioning the perception of Peloton as an in-home bike company to reflect all the different options the health and fitness brand has to offer.

Crucially, today’s launch sees the brand – previously considered an exclusive and expensive option for in-home fitness – revealing the workout app is available for free.

Stink Studios worked closely with Stink Films director Jones on the creative, while Peloton partnered with Mother Design and Uncommon Creative Studio to drive brand strategy.

Stink Studios has worked with the fitness brand on a series of creative data experiences, social and OOH campaigns over recent years, giving it a “deep knowledge” of the brand’s products, members and instructors. This makes it “the perfect partner to help reintroduce Peloton to the world”, according to vp of global brand Oli Snoddy.

The new campaign launches in the US and Canada, with local market roll outs following later this year.