Peloton teamed up with Beyoncé for Homecoming-themed workouts, and their shares went soaring. 

Peloton teamed up with Beyoncé for Homecoming-themed workouts, and their shares went soaring. Peloton struck a multiyear partnership with Gen Z-favorite popstar Beyoncé to produce exclusive content with her music for its streamed workout sessions, and the fitness company’s shares “gained 3% in premarket trading.” The stock was up more than 252% this year—bringing its market cap to $291 billion. As Peloton continues to ride “high on the success of its biggest year,” they’re also trying to fully pivot into becoming a lifestyle brand with plans to expand their clothing offerings to beat competitors like Nike and Lululemon. (CNBC, Bloomberg, WSJ)