Peloton and Adidas announced yesterday that they’re working together to create a new line of athletic apparel and lifestyle gear that come in inclusive sizes and unisex styles. The merchandise — which includes shorts, hoodies, tees, crewnecks, sports bras and jogger pants — sells for $30 to $85. Sizes go up to 2X, and unisex options are available. Starting March 25, they’ll be on sale on both companies’ websites and in select Adidas and Peloton brick-and-mortar stores. The companies say it’s the start of an ongoing collaboration. The financial terms of the deal with Adidas weren’t disclosed.
Total Retail's Take: Brand partnerships, such as this one between Adidas and Peloton, are intended to provide mutual benefits to each company. In the case of Adidas and Peloton, Adidas ties itself to one of the hottest brands in the market, Peloton, which has seen demand for its on-demand, at-home fitness classes soar during the pandemic, despite some recent headwinds. In addition to selling its own produced merchandise, Peloton will now begin to offer apparel and accessories from Adidas to its subscribers, a natural demographic for the athletic brand. Conversely, Peloton gains exclusive content and product, which it can offer to its current subscribers as well as drive interest among potential subscribers that are loyal to Adidas. It makes a lot of sense on both ends, and could be the start of a very beneficial relationship for the two companies.