This post contains spoilers for the sixth season of ‘Billions’.
Peloton can’t escape the advertising headaches of TV shows that feature its products. According The New York Times newspaper and On the edgethe premiere episode of Billion the sixth season includes a scene that, like the Sex and the City follow-up Is that sopaints Peloton’s Bike in an unflattering – if not as terrifying – light as before.
The scene shows Mike “Wags” Wagner (played by David Costabile) having a heart attack while riding his Peloton spin bike. unlike the Is that so scene, however, Wagner survives – he even references the AJLT scene, telling the team that he’s “not going to come out” as that character. Billion‘ executive producers said The times the moment was filmed in spring 2021, months before AJLTand that the team superimposed the reference to the other show in post-production to reflect “what Wags would say”.
Peloton emphasized in a statement that it did not provide the Bike or give the green light for the use of its brand to Billion. He even celebrated parts of the episode, noting that the show highlighted the “strong benefits” of a cardio workout. When the AJLT scene caused panic, Peloton blamed the character’s lifestyle and suggested that the bike at least delayed the inevitable. She went on to create a promotion to defend her products in response, though she withdrew that ad soon after, when the promotion’s focus, actor Chris Noth, faced sexual assault allegations.
THE Billion scene is not the biggest PR crisis Peloton has faced recently. The company’s share price plummeted after an allegation (since denied) that it halted production due to slowing sales. However, it illustrates Peloton’s awkward position. While its fitness equipment is still considered iconic, the company is no longer as revered by buyers or the entertainment industry.
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