Peloton Pedals Into Inclusivity

Inclusivity has surpassed trend-status. Adidas and Peloton recently paired up to create a new line of athletic apparel and lifestyle gear in both inclusive sizes and unisex styles.

The collection, which includes shorts, hoodies, tees, crewnecks, sports bras, and jogger pants, sells for $30 to $85 and be sold on both brand’s sites as of March 25, as well as in select Adidas and Peloton stores. Peloton tapped top cycling instructors Robin Arzon, Ally Love, and Cody Rigsby to help design the clothes. In addition to making and selling its own line of apparel, Peloton sells Lululemon and Nike pieces too, making Adidas the latest brand in its lineup. Due to the pandemic, the exercise company’s shares have dipped considerably. That said, teaming up with a top activewear label may bring the brand back into recognition, especially as consumers continue to turn to comfortable activewear as their pandemic uniform.

Not only did Adidas tie with Nike for the top spot in this year’s Digital IQ Index: Activewear,  it also boasts the most engaged Instagram communities across profiles and saw the highest increase in app usership after rebooting its shopping app in 2018. Its engaged community continues to translate to high site traffic, second only to Nike in monthly site traffic across desktop and mobile. Additionally, breaking into inclusivity could give both brands a leg up in the race for relevance, especially since Nike just introduced a maternity line and matching star-studded campaign of its own.