SoulCycle
Coming out of the pandemic, SoulCycle wanted to make a bold statement to get people out of the house and back to riding together. We decided that statement was “F*ck it – Let’s Ride!”
During the lockdown, many had turned to SoulCycle’s biggest competitor, Peloton, to get their cycling fix. We wanted to entice all those “riders” (who, let’s be honest, were mostly using their Pelotons as very expensive clothes racks now) to ditch the at-home bike and get back into the gym. We decided to come for the competition’s throat with a trade-in program that not only garnered the attention of news outlets and sparked conversation on social, but also reallyyy pissed off Peloton loyalists. Just as we intended!
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