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Peloton introduced its “Let Yourself Run” campaign on Tuesday, September 22, with Miley Cyrus front and center. The launch debuts the Tread Flex, the brand’s first foldable treadmill, and is soundtracked by “Bass Persuades,” the title track from Cyrus’s newly released 10th studio album. It started with a 2021 clip of Cyrus training on a Peloton Tread+, which the brand says sparked the campaign’s concept.
Cyrus Steps Into Peloton’s Ongoing Campaign Series
The campaign is the second chapter of Peloton’s “Let Yourself Go” series, built around making workouts feel less like a chore. Its first installment starred Hudson Williams of “Heated Rivalry.” Now Cyrus takes over, running and dancing solo through a mirrored studio. Behind the scenes, instructor Adrian Williams said, “She’s just been like a rock, sturdy and sound,” calling her energy inspiring for “a runner, a musician, an actor.”
The Film Is Built Around Her Real Routine
Directed by Bethany Vargas, the film draws on Cyrus’s own relationship with fitness instead of a scripted workout routine, since she already trains on Peloton equipment. “Movement is essential for me, it’s something that enhances any performance that I do,” Cyrus said in the campaign’s behind-the-scenes video. “When people see me and Peloton, it’s something that’s very authentic to me, it’s a part of my daily practice.”
Three New Treadmills Debut Alongside Her Campaign
The Tread Flex is not launching alone. Peloton also introduced the Tread Vision and Tread+ Vision as part of a broader overhaul to its treadmill lineup. The foldable model marks a shift for a brand built on large, permanently assembled machines, aiming the new campaign, and its celebrity face, at reintroducing the machine to a wider audience of would-be members.
Her Music Is Coming to the Platform Too
This isn’t a one-off deal for Cyrus and Peloton. Beginning in early October, a dedicated Miley Artist Series will bring music from “Bass Persuades” directly onto the platform for members to train alongside. The tie-in keeps her album in front of Peloton’s audience long after the launch film stops running, giving the record a steady presence inside workouts rather than a single splashy debut.
The Treadmill Moment That Started It All
This is not Cyrus’s first viral moment on a Peloton machine. In 2021, ahead of her Super Bowl LV pregame performance, she posted an Instagram video of herself training on a Peloton Tread+ while singing Bikini Kill’s 1993 song “Rebel Girl” in full voice. The clip spread quickly, with fans praising both her stamina and her ability to hit every note without losing her breath.
She Never Expected the Clip to Take Off
Cyrus said she never anticipated the reaction. “When I posted the video training for my performance, I never thought it would take off the way that it did,” she said. Five years later, that clip still colors how fans see her and Peloton together, the same off-the-cuff comfort mid-workout that this new campaign was built around from the start, camera rolling.
Movement Has Always Been Part of Her Act
Throughout her career, Cyrus has moved between pop and country, treating choreography and physical movement as part of her performances rather than a separate skill. “I think all of us can really benefit from running, moving, and dancing for no reason, for no gain, but just to be in that moment,” she said, echoing the same instincts she already brings to the stage.
Why Peloton Picked Her for This
Peloton’s creative team built the campaign around Cyrus specifically, not just because she’s famous. “Miley is expressive, authentic, creative,” said Erick Rodriguez, the brand’s creative director, adding that she brought the campaign to life “in a way that we couldn’t imagine.” That same energy carries into the rollout of “Bass Persuades,” her newly released 10th studio album, giving the record another audience beyond streaming and radio.
A Simple Message Behind the Campaign
Between the Tread Flex debut, the new artist series, and a campaign built around a five-year-old viral clip, Peloton is betting that Cyrus’s authenticity, not just her fame, will resonate with members long after launch week ends. The message lines up with the same restless energy she brings to “Bass Persuades”: start moving, for no reason other than the moment itself.