credit: Peloton

Peloton is pairing its first foldable treadmill with a new campaign centered on joy and emotional release as the connected fitness company makes a broader push into running

Peloton is tapping music star and actress Miley Cyrus to help introduce the next phase of its running strategy.

The connected fitness company launched “Let Yourself Run,” a new campaign starring Cyrus — who now goes by the stage name “Miley” — that also marks the debut of the Peloton Tread Flex, its first-ever foldable treadmill.

Set to Cyrus’ new single, “Bass Persuades,” the campaign is the latest extension of Peloton’s broader “Let Yourself Go” brand platform. It arrives as the company makes one of its most significant pushes yet into running, walking and hiking.

This week, Peloton unveiled three new treadmills alongside AI-powered features including running-form analysis, personalized pace targets and heart-rate-zone workouts.

At a recent press briefing, CEO Peter Stern said the company is going “all-in on tread, running, walking and hiking.”

The $2,195 Tread Flex is Peloton’s lowest-priced treadmill to date and folds to reduce its footprint, giving the company a product aimed more directly at consumers with limited space.

credit: Peloton

Miley’s Campaign

In “Let Yourself Run,” Cyrus runs on the Tread Flex alongside Peloton instructor Adrian Williams as the surrounding environment falls away and the workout builds.

“Movement is essential for me, it’s something that enhances any performance that I do,” Cyrus said. “When people see me and Peloton, it’s something that’s very authentic to me, it’s a part of my daily practice.”

Cyrus is an existing Peloton member and has previously discussed using the company’s treadmill as part of her training, including to build the endurance needed for live performances.

Balancing Data-Driven Performance & Cultural Resonance

On the product side, the company is now adding more data, personalization and AI. Its new Tread Vision and Tread+ Vision models include movement-tracking cameras, while Peloton IQ is expanding into running analysis, personalized pace recommendations and dynamic coaching.

However, the brand’s marketing strategy is, more than ever, focused on tapping into cultural conversations and emotional resonance. Peloton recently went all-in on the U.S. Open, with instructor appearances, player activations and programming designed to reach consumers beyond its existing member base.

“We’re leading a shift in the cultural conversation around fitness at Peloton,” chief marketing officer Megan Imbres said. “We’re moving away from high-pressure optimization and data obsession towards an era of optimism that celebrates what the body can do.”

The campaign launches across the U.S. and Canada on television, streaming, digital, social and out-of-home channels.

Peloton will also bring the partnership onto its platform in early October with a Miley Cyrus Artist Series featuring music from “Bass Persuades.”