NewsBreak: Peloton Sinks Again as It Stands up for Controversial Ad

Henrietta Strickland
December 6, 2019

In a statement to CNBC, a spokesperson said the company "was disappointed in how some have misinterpreted this commercial". It follows what appears to be a woman's yearlong selfie journey after her partner gave her a Peloton bike for the holidays, an action a lot of viewers took issue with. A woman is offered her husband's Peloton Bike for the holidays and she registers her fitness trail in order to make her a video diary that she gives her the following holiday season.

"A year ago, I didn't realize how much this would change me", she says in the end, giving no indication of how she has changed.

The 30-second ad sparked a storm on Twitter, with several users pegging it as sexist. Many also criticized Peloton for using a thin, wealthy woman in an ad about a fitness journey. Some said the husband was "controlling" and "manipulative" and that buying his wife an exercise bike suggested that she needed to lose weight.

The Peloton bike company saw its share price plummet by over nine per cent on Tuesday following the launch of its new Christmas advert, which was criticised as sexist.

Refinitiv's Eikon Social Media Monitor showed sentiment towards Peloton turned negative on Tuesday, having been firmly positive in the past couple of months. Justin Patterson, an analyst at Raymond James, believes that Peloton's response to the unpleasant reaction of the ad deserves "to be watched".

Peloton Interactive Inc's indoor exercise bicycles offer packages requiring memberships to access live and on-demand classes from home. Its flagship product is a stationary bike priced at over $2,200.

Peloton (NASDAQ:PTON) went public on September 26 at $29 and struggled below that level through October.

"While we're disappointed in how some have misinterpreted this commercial, we are encouraged by - and grateful for - the outpouring of support we've received from those who understand what we were trying to communicate", the New York-based company's spokesperson said.

Other reports by Click Lancashire

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