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?

Peloton x Jean Michel Basquiat Apparel. Courtesy of Peloton.
Peloton x Jean Michel Basquiat Apparel. Courtesy of Peloton.

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.

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.

 


Follow Artnet News on Facebook:


Want to stay ahead of the art world? Subscribe to our newsletter to get the breaking news, eye-opening interviews, and incisive critical takes that drive the conversation forward.

Share

Subscribe or log in to read the rest of this content.

You are currently logged into this Artnet News Pro account on another device. Please log off from any other devices, and then reload this page continue. To find out if you are eligible for an Artnet News Pro group subscription, please contact [email protected]. Standard subscriptions can be purchased on the subscription page.

Log In