Peloton featured Hudson Williams first, followed by François Arnaud in a campaign for Under Armour, showcasing a trend of U.S. fitness brands favoring Canadian actors from Heated Rivalry, portraying fictional hockey players, and gaining massive online attention.
Both advertising efforts share common elements that shift them from mere equipment and sportswear promotions to overtly sensual content, with focus on sculpted abs, artful sweat droplets, and seductive gazes at the camera.
The understanding across the board is clear: Sex sells, and these actors are accustomed to being objectified by audiences globally, transcending gender and age boundaries.
Blending advertisement and representation
François Arnaud, openly bisexual, is depicted in the Under Armour ad with both a man and a woman showing escalating interest as they observe him working out, subtly acknowledging his sexual orientation.
Joe Recupero, a sports media associate professor at Toronto Metropolitan University, praised the ad for its inclusivity, noting the rare targeted approach towards the bisexual community.
He also lauded Under Armour for the strategic release timing post Pride month, potentially risking alienating parts of its demographic for a bold but subtle messaging approach.
“It’s a clever move, being both discreet and impactful,” Recupero commented.
Under Armour’s interest in Arnaud extends beyond his talent and appearance to the representation of his Heated Rivalry character, emphasizing the theme of embracing self-identity over conformity, a value resonating with the brand’s ethos.
Matt Dornic, the company’s chief communications officer, expressed, “The character’s journey to self-acceptance aligns closely with our brand philosophy.”
Peloton’s campaign with Hudson Williams, launched earlier, focused on self-empowerment, aiming to capture the essence of liberation, as highlighted by chief marketing officer Megan Imbres.
Enthusiastic Response
The Peloton campaign, featuring Williams engaging in various workout activities, quickly gained viral traction, drawing Heated Rivalry enthusiasts to view the ad on large screens in downtown Toronto’s Sankofa Square.
Similarly, Arnaud’s Under Armour ad has received a positive reception, amassing nearly 75,000 likes on its Instagram post within the first day of release.
“Finally, the bisexual icon we’ve been waiting for,” a top commenter expressed. Another remarked, “I appreciate his representation of our community.”
A self-proclaimed bookstagrammer added, “Kudos to all the marketing teams involved in these campaigns.”
Saturation Concerns
Since the premiere of Heated Rivalry on Crave eight months ago, the show’s stars remain a popular topic across various platforms, from gossip blogs to fan accounts and traditional media coverage.
With Season 2 scheduled for April 2027, devoted fans continue to rewatch the series, sustaining high engagement levels.
