Beyonce continues to make major moves. The latest of which has seen her her team up with fitness enterprise Peloton.
The multi-year, multi-layered partnership bridges the two brands in a unique way that will blend music and wellness.
Now, a detailed account of how the deal came to be has been shared.
Join us below…
Speaking on how the Beyonce partnership came to fruition, Peloton’s Head of Music – Gwen Riley – told Rolling Stone:
“It took over a year. This is obviously not lost on me: It was a very big deal. She is the most-requested artist on our platform and has been since 2016. And that’s not just from our membership — it’s also from our instructors.
We started thinking, “How can we partner up with her and do something really special, knowing that music is such a central part of the Peloton experience?” And then there was the fact that Beyoncé is a Peloton member. We approached her and there was interest.
The partnership really came together in the true spirit of collaboration. She recognizes the power that music has to engage and empower individuals as part of their wellness journeys. We thought, together, we could really start to elevate a conversation around health and fitness using music as the lever. This is just the kickoff for a multi-year partnership. And it started with a surprise drop — which is very Beyoncé — of the artist series. When we had conversations with Beyoncé around how critical a social impact component was to all of us, it crystallized around a creative concept to feature her “Homecoming” projects. It was an opportunity to celebrate and create dialogue around Black culture and music in partnership with HBCUs (Historically Black Colleges and Universities).”
She continued, stressing the impact of ‘Homecoming’ and how it’ll factor into the initial integration of brand Bey into the Peloton landscape:
“Beyoncé’s Homecoming album became the focus of the first artist series that we’ve done with her. And that was beautiful because it tied into her love of the HBCU system and culture. There was a great through-line that just felt very organic and authentic to what we were doing and who she is. Having access to the dynamic live “Homecoming” music and documentary footage, which was featured prominently in our workouts and in our launch materials, was a career highlight. And we gave students at 10 HBCUs two-year digital memberships. It was very exciting.”
The Peloton partnership comes on the heels of Beyonce’s latest DRIP 2 release of athleisure line Adidas x Ivy Park – which sold out with the quickness.
More power to the Queen!
Her business moves are equally as compelling as the slay she brings to the stage.
Suffice to say, her narrative is paving the way for many after.