When we found a tweet from JJ Watt over a year ago, we flipped the typical celebrity endorsement model. Instead, we brought his very real rivalry with brother TJ into the spotlight—giving people a peek behind the curtain, and showing that no matter your motivation, the Peloton ecosystem meets you there and pushes you further. From that spark, Watt vs Watt was born: a full-scale creative platform anchored in the Watt brothers’ rivalry, and expanded into additional content featuring instructors and celebrities in wattage battles of their own. The tone was energetic, humorous, and highly shareable—marking an intentional shift toward storytelling and entertainment for the brand.