Riding Activewear Momentum, Peloton Launches its Own Apparel Line

Peloton is expanding beyond exercise equipment with the launch of a private label activewear brand called Peloton Apparel. The retailer will refresh its offerings every season with new styles made using the same fit and fabrics.

Peloton has been selling apparel since 2014 in partnership with other brands, including a recent collaboration with Adidas, but this is the company’s first foray into designing its own private label clothing. All items in the inaugural Fall 2021 collection have been wear-tested by Peloton Members, non-members and the company’s instructors while performing Peloton workouts to ensure the items meet Peloton customers’ needs.

The line will feature four Peloton Apparel Fabrics that offer different functions, including:

• Peloton Cadent Fabric: Signature performance stretch jersey in a Polyester Spandex blend with a micro-peached finish;
• Peloton Lite Lines Fabric: Performance knit jersey with a blend of Polyester, Lyocell and Spandex;
• Peloton Move Mission Fabric: Soft, quick drying high-gauge Nylon Spandex Interlock with moderate to high compression; and
• Peloton Essential Fabric: Second skin fabric with added support.

“I couldn’t be more thrilled to officially launch Peloton Apparel, a brand that has been influenced by our amazing instructors and at its core is centered around supporting our Members,” said Jill Foley, VP of Apparel at Peloton in a statement. “With each collection, we’re offering reliable pieces that support your sweatiest days, your busiest days, your rest days and beyond. Our goal with this brand is to enhance our Members’ lifestyles, not just one part of their day.”

The activewear market has remained hot throughout the pandemic and beyond, making this market a logical expansion for Peloton. Retailers like lululemon and Under Armour have increased their guidance for the second half of 2021 despite the headwinds facing the industry as a whole, and adjacent companies like REI have been getting deeper into activewear to harness the category’s momentum.

The new offerings could provide a sales infusion for Peloton. Revenue for its Q4 2021, which ended June 30, grew 54% year-over-year to $936.9 million year-over-year. However, this was still down from the $1.3 billion earned in Q3 2021 and resulted in a quarterly net loss of $313.2 million. Connected Fitness Subscriptions grew 114% to over 2.33 million in Q4 2021, showing that the company is still growing despite recalls in May 2021. The combination of a strong brand and an on-trend product offering could prove lucrative.