There's a difference between a brand paying a celebrity to endorse them and a celebrity who was already a customer before the check arrived. That difference is authenticity, and it's why this doesn't feel like just another ad.

In 2021, ahead of her Super Bowl LV pregame performance, Miley posted a video of herself running on a Peloton treadmill while belting out "Rebel Girl" by Bikini Kill, never missing a note. She's had a relationship with the brand ever since, and now she's the face of its newest campaign. The cycle closes.

Last week, Peloton released "Let Yourself Run," the newest chapter of its "Let Yourself Go" platform, starring Miley in a high-energy film shot in a retro studio with wooden floors and wall-to-wall mirrors. The soundtrack is "Bass Persuades," the title track from her tenth studio album, and the campaign also marks the debut of the Tread Flex, Peloton's first foldable treadmill.

"Movement is essential for me; it's something that enhances any performance that I do," Cyrus told ELLE.

The wardrobe leans more high fashion than gym floor: a Saint Laurent leather jacket over a Norma Kamali bodysuit, which gives the spot that rebel edge instead of a workout-video one. Miley runs, dances, and kicks toward her own reflection while Peloton instructor Adrian Williams keeps pace beside her.

The campaign extends beyond the film. A Miley Artist Series launches on the platform in early October, bringing tracks from Bass Persuades directly into Peloton Members' workouts, so the partnership outlives the media flight.

Most celebrity endorsements wants you to imagine that the celebrity sweats, pushes and suffers just like you when working out. Some of them pretend that they like it or that they’re fans when they’re not. Miley doesn’t need the imagining or the pretense. The proof already existed, unscripted, four years before anyone paid her to run, sing and dance for the brand.