Peloton × Beyoncé

Source Your Power

While Peloton is widely known for intense cardio training, the brand was continuing to deepen its presence within Strength. This Artist Series collaboration with Beyoncé focused on the emotional and motivational side of performance, asking Members a single question:

Where do you source your power?

Peloton × Beyoncé Artist Series hero — Beyoncé inside a luminous green aura ring with the campaign lockup

The campaign’s visual identity drew from a circular aura, a symbol of inner strength as a personal expression of power.

We reached both Members and prospects through organic and paid social channels, driving audiences toward curated Beyoncé class experiences and playlist-led programming across the Peloton platform.

Peloton × Beyoncé Tuesday 10/19 launch-day class schedule — eight Artist Series classes across cycling, meditation, barre and yoga, set over a fjord landscape

HBCU Spotlight key art — Peloton × Beyoncé lockup over a Source Your Power textured background

In 2020, together with Beyoncé, Peloton offered two-year free Peloton App memberships to students from ten HBCUs across the U.S.

One year later, Peloton highlighted five exceptional Members from HBCUs who embodied strength, courage, and determination every day.

HBCU Spotlight — Cameron B., Morehouse College. Source of power: meditation.

HBCU Spotlight — Dakota C., Spelman College. Source of power: competition.

HBCU Spotlight — Kimberlee-Mykel T., Hampton University. Source of power: performing.

HBCU Spotlight — Nyesa E., Howard University. Source of power: my grandmothers.