PELOTON APPAREL
BHM / PRIDE
Working closely with the excellent ERG and apparel creative team at Peloton, I led the conceptual approach to BHM and Pride 2021 (among many other launches). For 2021 Black History Month, it seemed like the perfect opportunity to use our apparel as a platform for
up-and-coming black artists to showcase their work in collaboration with our instructors communicating our core brand attributes such as teamwork, unity, strength, and community. We reached out to artists Temi Coker, Sanford Greene, Hust Wilson, and Monica Ahanonu and worked with them to bring their expression to our Apparel for BHM. The work not only spanned apparel but the retail team brought the idea and the artwork to our stores.
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For Pride (bottom of page) we wanted to do something fresh with the rainbow, so we used it as an abstracted device, that formed a dynamic rhythm on the apparel with strong outlined typography that worked well across all of the usual channels.
PRIDE 2021
We developed this Vis ID which was placed across not only the apparel but across web, social, and a video that accompanied the campaign.
