Most people who exercise don’t care about rowing. 89% of people to be exact. We had to get them to overcome their preconceived notions that rowing is boring and not for them. The challenge wasn’t just that we had to get them to consider rowing, but to realize that they are missing out by excluding rowing from their workout routine. Especially when you can can row with Peloton.

Rowing, meet Peloton worked to create that workout FOMO. We showed people that not only is rowing an incredibly powerful and efficient exercise perfect for anyone looking to up their cardio and strength games - but that with Peloton it will be exhilarating.

Product Positioning & Design // Integrated Campaign // Experiential // Retail // Social // Editorial