Peloton linking with a superstar like Beyoncé shows the company pushing to seize on a boom in at-home fitness that has emerged under the pandemic and as many gyms remain closed. Initial work with the Grammy-winning artist centers on the theme of homecoming, which was the title of Beyoncé’s 2019 Netflix concert film that shined a light on the cultural significance of HBCUs.
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Discussion Questions:
- What is promotion?
- What are the different forms of promotion?
- What type of promotion might the partnership between Beyonce and Peloton represent?
- How might Beyonce benefit from this partnership?
- How might Peloton benefit?