Deadly cameo: Peloton sinks into the stock market after appearing in “Sex and the City” comeback
Appearing in a TV series can make or break any business. It all depends on the role assigned within the plot. In the case of Peloton, which key figure Sex in New York dying after a spinning session on one of his bikes made the sale go up like foam, but of his shares. The day of the series premiere, now titled And just like that (And so suddenly), the company fell 11.3% on the stock market, followed by another 5.38% drop on Friday to $ 38.52.
Quickly, Peloton set in motion all the machinery to try to control possible damage to its image. Company spokesperson Denise Kelly assured Buzzfeed that they approved the use of one of their bikes in the pilot episode of the new HBO series, but that They didn’t know what role he was going to play in the plot ” for confidentiality reasons “.
Likewise, Peloton wanted to dissociate the character’s death from his bicycle. To do this, he issued a statement in which they indicate the cause of death unhealthy lifestyle and character genetics, who had previously suffered a heart attack in the sixth season of the original series. In the statement, signed by preventive cardiologist and member of the company’s Advisory Board on Health and Welfare, Suzanne Steinbaum, she also assured that the bicycle could have been responsible for prolonging her life, delaying this heart episode.
Founded in 2012 in the United States, Peloton lived its golden hour during the pandemic. The company offers subscription-based spinning lessons, just like Netflix, which you can only access if you purchase one of their exercise bikes as well. Given mobility restrictions, the need to maintain distances and the rise of healthy lifestyles, the peloton saw its actions shift from would be worth nearly $ 25 before the pandemic to exceed $ 160 by the end of 2020.
Since, Platoon fell 73.62%, victim of the reopening of gymnasiums and the possibility of spending money on other activities outside the home. Against this backdrop, Credit Suisse analyst Kaumil Gajrawala downgraded his rating on the company’s overweight to hold stock. Additionally, it lowered its price target to $ 50, down from $ 112 previously.