It will soon be quicker to write about which digital services DON’T have a promotion for the new Ed Sheeran album, such is the wide-ranging nature of its marketing campaign.

The partnership with Peloton is interesting though: it’s not the usual ‘artist X has their tracks featured in a bunch of workout classes’ affair for the fitness service.

Indeed, this isn’t about jumping on an exercise bike or treadmill at all: it’s about ‘outdoor content’. Sheeran has worked with Peloton on 30 and 60-minute classes, the latter of which is described as “a complete album experience” for Peloton members.

Sheeran is accompanied by Peloton instructors Jon Hosking and Tobias Heinze on the mix of spoken-word and music.

We should note, the idea of using pop stars to get people out and about walking isn’t a brand new idea. Apple Fitness+ has its ‘Time to Walk’ strand, which has featured the likes of Shawn Mendes and Dolly Parton.

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