It appears that the negative reaction to Peloton's viral, widely-hated ad has led to some financial repercussions
“Peloton Wife.” Photo: Peloton Last month, Peloton, the high-end exercise-equipment company beloved by wealthy suburban moms and Ivanka Trump alike, released a 30-second holiday video ad, and people seem to really, really hate it. In the video, titled “The Gift That Gives Back,” a man gifts his wife one of the company’s stationary bikes . Then, the ad starts to take a bizarre turn.
Some people condemned the ad as “sexist,” suggesting that the video implied that the husband wanted his wife to lose weight. Others compared it to the dystopic Netflix show Black Mirror. Quite a few expressed sympathy for the woman, who came to be known as “Peloton Wife.” “It’s clear this woman doesn’t need a Peloton. She needs a good therapist and a divorce lawyer,” one journalist wrote in one of the many, many of articles about the ad. Some comedians even spoofed it.
Now, it appears that the negative reaction to the ad has had financial repercussions for Peloton. The New York Times reports that on Tuesday, Peloton’s stock dropped by about 9 percent — which, according to Business Insider, represents about a $942 million loss in Peloton’s market value. Peloton insists that the stock drop wasn’t related to the ad, which they are standing behind. “Our holiday spot was created to celebrate that fitness and wellness journey,” a company representative told the Times in a statement. “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.
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