Art World
After Its Widely Mocked Holiday Ad, Peloton Is Trying Out a New Marketing Stunt With a Line of Basquiat-Inspired Workout Clothes
Is the stationary bike company hoping to rebrand?
by
Tanner West
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After a notoriously ill-conceived Christmas commercial that featured a wife receiving an exercise bike from her husband was mocked around the nation, Peloton seems to be looking to shore up some good will in advance of Black History Month.
The stationary bike company has teamed up with licensing brand Artestar for a line of Jean-Michel Basquiat-themed ensembles. The company describes the capsule collection inspired by motifs in Basquiat’s work in a press release: “The collection consists of 13 pieces (five women’s, six unisex and two accessories), which are best exemplified by the thematic connections between Basquiat’s work and Peloton‘s values—greatness, diversity (black diaspora), empowerment, and the power of music.”
The works emblazoned on leggings, t-shirts, sports bras, and hoodies include Basquiat’s Trumpet (1984), a sketchy black-and-white drawing Untitled (1983), and the three-spiked crown that appears frequently in the artist’s work.
Basquiat’s art has already appeared on just about every product you can think of, from a Ruby Rose-endorsed makeup collection for Urban Decay to skateboards, Reebok sneakers, Uniqlo t-shirts, and even reusable water bottles.
Peloton x Jean Michel Basquiat Apparel. Courtesy of Peloton.
Peloton x Jean Michel Basquiat Apparel. Courtesy of Peloton.
Peloton x Jean Michel Basquiat Apparel. Courtesy of Peloton.
Peloton x Jean Michel Basquiat Apparel. Courtesy of Peloton.
Peloton x Jean Michel Basquiat Apparel. Courtesy of Peloton.
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