Peloton has responded to criticism over a holiday ad the company has put out.
The company has said it is ‘disappointed in how some have misinterpreted’ the spot.
The spot in question is a holiday ad that features a husband buying a Peloton machine for his slim wife for Christmas. Some viewers believed the spot had undertones of sexism and classism.
The ad first ran on Nov. 4th, according to iSpot.tv and more recently went viral on Twitter.
Peloton has said that it has “received an outpouring of support … from those who understand what we were trying to communicate.”
“We constantly hear from our members how their lives have been meaningfully and positively impacted after purchasing or being gifted a Peloton Bike or Tread, often in ways that surprise them,” a company spokesperson said in an email. “Our holiday spot was created to celebrate that fitness and wellness journey. 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.”
Shares of Peloton were down as much as 6% midafternoon Wednesday. It ended the day down 1.55%.
Raymond James analysts commented earlier in the week that the “significant backlash” to this particular ad likely wouldn’t sting in the long run.
“While reactions to the holiday ad are disappointing, we do not expect it will adversely affect holiday demand,” the analysts said. “We do believe Peloton may review its marketing strategy, given the frequency in which its ads are parodied on social media.”
Disclaimer: We have no position in Peloton Interactive Inc. (NASDAQ: PTON) and have not been compensated for this