Indoor cycling brand Peloton has taken another step towards bolstering its retail and apparel offerings by linking up with sportswear giant Adidas.
The two brands will work together to create an Adidas x Peloton line of performance wear and lifestyle pieces, made in collaboration with Peloton instructors Ally Love, Robin Arzón and Cody Rigsby. The move follows Peloton CEO John Foley’s recent admission that its “apparel sales are growing faster than the rest of the business”.
Speaking at the Goldman Sachs Technology and Internet Conference earlier this year, Foley revealed: “I think we’re going to surprise people in apparel. We’re building the best quality apparel in the world.”
According to the company’s last reported quarter, it sold a staggering 600,000 units of branded apparel. Its in-house apparel team, meanwhile, has grown significantly in the past year, with Jill Foley telling the Wall Street Journal even she had been surprised by its rapid growth.
The collection with Adidas follows several other apparel partnerships Peloton has entered into in recent years with brands including Outdoor Voices and lululemon. However, this marks Peloton’s first-ever instructor-designed global-level collaboration.
As with its previous collaborations, the aim is to further tap into the loyalty and engagement of its 1 million-plus community.
“During a time where we are not able to be physically together, we have an incredible opportunity to help grow connected communities and continue to support people as they build their new fitness journeys at home,” Adidas General Manager of Global Training Aimee Arana explained in a statement.
The partnership will also enable Peloton to offer its members more exclusive content, with the launch including a series of on-demand classes, available on the Peloton Bike, Bike+ and the Peloton App. A live class celebrating the collection drop will also take place.
Having found success with previous content collaborations, such as Beyoncé-branded Homecoming-themed workouts across cycling, running, strength workouts, yoga and meditation, DJ Tiesto curated playlists and more, these types of partnerships have now become a major part of Peloton’s growth strategy.
“It’s been great to see our members’ as excited about our apparel as we are and we’re proud of how integral apparel has become to the Peloton experience. In addition, we’re constantly innovating as we continue to focus on creating unique collections that will excite our members,” Foley told TheIndustry.fashion.
The 11-piece collection, including tanks, leggings, hoodies and sports bras priced between $30-$85, will launch on March 25th on both Adidas and Peloton’s respective websites, as well as in select Adidas retailers and Peloton showrooms.