This post contains spoilers for the sixth season of ‘Billions.’
Peloton can’t escape public headache from TV programs introducing the company’s products. Based on New York Times and The Verge, the first episode of Billion season six includes a scene that, like Sex and the city follow up And just like that, paints Peloton’s Bike in a light that’s not quite as bright – if not quite as pathetic as it once was.
Footage depicts Mike “Wags” Wagner (played by David Costabile) having a heart attack while riding a Peloton bike. Not like And just like that however, Wagner survived – he even references AJLT scene, telling the staff member that he “won’t hang out” like that character. Billion‘the executive producer told Time moment shot in the spring of 2021, a few months before AJLTpremiere, and the team used too many references to other shows in post-production to reflect “what Wags would say.”
Peloton emphasized in a statement to Engadget that it has not provided Bike or given the green light to use its brand to Billion. It even honored parts of the episode, noting that the show highlighted the “powerful benefits” of cardio. When AJLT The scene caused a panic, Peloton faulted the character’s lifestyle and suggested the bike at least a delay was inevitable. It went on to create an ad to defend its product in response, though it pulled the ad shortly after when the ad’s focal point, actor Chris Noth, faced accusations of assault. sex work.
The Billion context is not the biggest PR crisis Peloton has faced recently. The company’s stock price has fallen after one (since the rejection) announced it had halted production due to slowing sales. However, it illustrates Peloton’s odd position. While their fitness equipment is still considered iconic, the company is no longer revered by shoppers or the entertainment business.
You can read Peloton’s full statement below.
We understand why these fictional TV shows want to include a brand people love talking about, but Showtime’s use of Peloton+’s Bicycles and references to Peloton Instructors is not one. trademark, product or instructor location and we do not consent to trademark and IP being used on this program or providing any equipment. As mentioned in the program, there are powerful benefits of cardiovascular exercise to help people lead happy and long lives.
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