After Its Widely Mocked Holiday Ad, Peloton Is Trying Out a New Marketing Stunt With a Line of Basquiat-Inspired Workout Clothes

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.

The post After Its Widely Mocked Holiday Ad, Peloton Is
Trying Out a New Marketing Stunt With a Line of Basquiat-Inspired
Workout Clothes appeared first on artnet News.