Peloton has tapped Horizon Next as its new media agency of record, following a review. Horizon will handle the popular fitness bike company's strategic planning and media buying across channels including digital, TV, audio, print and out-of-home. Horizon Next is a performance marketing entity within independent Horizon Media.
New York-based Peloton, founded six years ago, formerly worked with R2C Group. That agency is now working with Aaptiv, a provider of digital fitness content. Peloton's creative duties are handled by Mekanism.
The news arrives on the same day Peloton filed a lawsuit against competitor Flywheel Sports in U.S. District Court in the East District of Texas, alleging that Flywheel "infringed the Peloton Patents" with a "copycat" version of the Peloton bike experience, dubbed "Fly Anywhere." Peloton asserts in the lawsuit that Flywheel copied its intellectual property with the bike, released last year.