Modern Post’s Sofia Kerpan Edits Miley Cyrus’s Peloton Run

Peloton just put a pop star's new single behind a treadmill that folds away. The connected fitness company has dropped "Let Yourself Run," the next chapter of its "Let Yourself Go" platform, to debut the Peloton Tread Flex. It is its first foldable treadmill, and at $2,195, it is the lowest price Peloton has ever put on a treadmill. The brand is selling it on feeling, with CMO Megan Imbres pitching an end to the brand's data obsession. Miley Cyrus fronts the campaign, with her new single "Bass Persuades" from her tenth studio album as the soundtrack. The "Hannah Montana" star is already a Peloton Member who trains on the Tread, and she explained why the campaign suits her.

"Movement is essential for me, it's something that enhances any performance that I do," she shared in a press release.

"When people see me and Peloton, it's something that's very authentic to me, it's a part of my daily practice."

Peloton Brand Studio created the campaign in-house, with Bethany Vargas directing the hero spot. DIVISION produced the film, and Modern Post handled editorial, visual effects, and finishing. Notably, the Cyrus-led campaign is the second star-led chapter of the platform this year, following Hudson Williams and the Tread+ in April. Peloton CMO Megan Imbres said the platform's latest iteration marks a significant change in tone.

"We’re moving away from high-pressure optimization and data obsession towards an era of optimism that celebrates what the body can do."

Peloton spent a decade selling leaderboards and output numbers, so retiring the metrics hands the selling job to emotional branding.
The Tread Flex and Cyrus give this pitch a price it can work with.

What Happens on the Tread Flex
In the hero film, the world falls away when Cyrus steps onto the Tread Flex. She runs and dances alongside Peloton Instructor Adrian Williams, matching the rhythm of the run to the song.

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