Peloton Launches Apparel Brand – Front Office Sports

Peloton Launches Apparel Brand – Front Office Sports


If you thought the Yankees and White Sox playing in an Iowa cornfield was cool, how does Lakers-Clippers at Venice Beach sound? The NBA is reportedly kicking around the idea of its own “Field of Dreams”-style game.



Peloton/Design: Alex Brooks

It’s time to start thinking of Peloton as more than a connected fitness company.

After years of collaborations with brands like Nike, Adidas, and Lululemon, it has officially launched its own private label activewear line, simply titled Peloton Apparel.

Peloton has been selling branded apparel in limited quantities online since 2014, but the new collection marks its most ambitious foray into the space yet.

  • Men’s, women’s, and gender-neutral items range from $15 to $118.
  • Last October, CEO John Foley said Peloton had sold 600,000 units of branded apparel in a single quarter.
  • At the time, he also said the company would “surprise people in apparel.”

VP of Apparel Jill Foley, John’s spouse, had been hinting at an expanded apparel business for a while now. In late 2020, she spoke about the need to “invest more” in apparel because items were “selling like hot cakes.”

Last month, the company posted a net loss of $313.2 million in its fiscal fourth quarter, which can be largely attributed to the negative impact of treadmill recalls.

Peloton still generated $937 million in revenue during Q4, a 54% increase year-over-year, but it was a 25.8% drop from the previous quarter’s $1.3 billion.

Foresight Sports/Design: Alex Brooks

Vista Outdoor has entered an agreement to buy golf simulator maker Foresight Sports for $474 million.

The sporting goods company’s cash purchase of Foresight Sports marks its biggest acquisition since it was spun off in 2015 from Orbital ATK, which Northrop Grumman bought for $7.8 billion in 2018.

  • The deal is set to close in Q3 of FY 2022, but Vista Outdoor expects to immediately include the transaction in earnings reports, estimating Foresight’s 2021 net sales will reach $100 million.
  • The gross purchase price includes a net present value of roughly $60 million in future tax benefits.

Foresight manufactures golf performance analysis, entertainment, and game enhancement technologies, producing launch monitors that can cost up to $14,000, simulators, and various software.

Vista Outdoor CEO Chris Metz says the acquisition will position the company as “a leader in golf data collection” for the 36 million-plus U.S. golf participants. Golf is an $84.1 billion industry.

Vista Outdoor recorded a 38% year-over-year increase in total sales to $663 million during Q1 of its FY 2022. Along with golf and other outdoor products, the company produces CamelBak water bottles and CCI bullets.


Isaiah J. Downing-USA TODAY Sports/Design: Alex Brooks

NFL sources expect the Denver Broncos to hit the market in 2022 after what the team says will be an “orderly determination of ownership” — setting the stage for possibly the biggest franchise sale in U.S. sports history.

Pat Bowlen, who purchased the Broncos for $78 million in 1984, died in June 2019, exposing a struggle for the future of the franchise among some of his seven daughters, including a lawsuit brought by two of them that was dismissed in July.  

While the team is currently not for sale and Bowlen’s descendants could keep it in the family, sources tell Front Office Sports the family’s differences, combined with the purchase price — expected to be around $4 billion — will likely lead to a sale.

Sources tell FOS that two names keep popping up as potential new owners: 

  • Amazon founder Jeff Bezos: A rep for the world’s richest man previously held talks for a 40% stake in the Washington Football Team. A source with knowledge of the situation told FOS that Bezos remains interested in NFL ownership. 
  • Rapper-turned-mogul Jay-Z: Hip-hop’s first billionaire would need partners to purchase the Broncos. Forbes estimated his net worth at around $1.4 billion after the sale of champagne brand Armand de Brignac — he owned 50% when it was acquired by LVMH for $650 million in March.  

Sports attorney Richard Roth said there will be no shortage of suitors because NFL ownership is “definitely a status symbol” for the super-rich and because of how quickly franchises can significantly increase in value.

Paris Saint-Germain/Design: Alex Brooks

Crypto.com has brought in another big-name sports partner thanks to its sponsorship deal with Paris Saint-Germain.

The three-year deal is for $29.5 million to $35.4 million, a significant portion of which will be paid in the crypto company’s own digital token, CRO.

The deal also includes exclusive NFT releases on Crypto.com’s NFT platform. The club’s fan token, PSG, is available on Crypto.com as of Friday. Lionel Messi, who signed with the team on a two-year, $112 million deal, will be paid partially in PSG.

“In today’s media landscape, the most engaged audiences are sports fans, who continue to show up in strong numbers for live sports,” Crypto.com chief marketing officer Steve Kalifowitz told Front Office Sports.

Crypto.com’s sports partners include:

  • Serie A, as of August.
  • Ultimate Fighting Championship on a 10-year, $175 million deal signed in July.
  • Formula 1 on a five-year, $100 million deal that started in June.
  • The Montreal Canadiens, who’ve displayed Crypto.com’s logo at center ice at the Bell Centre since March.

The global cryptocurrency user base more than doubled in the first half of this year — from 106 million in January to 221 million in June — according to Crypto.com.


  • The Los Angeles Rams have surpassed their internal goal of $600 million in stadium seat license revenue.
  • Epic Games has asked Apple to allow “Fortnite” to restore its developer account in South Korea, citing the country’s new law for in-app purchases.
  • CBS Sports, Turner Sports, and Amazon are currently viewed as the favorites to land the next contract for U.S. Soccer’s English-language rights, which include the USMNT and USWNT, starting in 2023.
  • In their latest report, Satisfi Labs identified key game day trends that college athletic programs need to anticipate as they welcome fans back this season. Download the findings.*

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