CMO&Founder @ Peloton Digital Marketing Group [USA]

Richard Prenderville

Understanding and guiding consumer behavior in the multi channel economy

Richard Prenderville is the founder of The Peloton Group, a brand consultancy created to develop international brands and to advise the investment community

in the sports/lifestyle segment.

The Peloton Group is the exclusive distributor for the lifestyle brand supremebeing TM in the U.S. And Latin America.

Prenderville is the former Vice President of global brand marketing at Reebok International, where he was responsible for marketing, media and advertising for the brand on a global scale. He joined Reebok in September 2006 from Reebok’s parent company adidas where he was vice president of media and new media.

In 2009, Richard launched the “Easy Tone” campaign that led the industry in toning communication and dramatically increased sell thru of the advertised product to never seen before levels. In 2010, he and his team launched “REE”, the company’s first new branding effort in two years. This brand campaign has been iconic for Reebok because it puts the brand’s point of view right in the center of the consumer conversation. This campaign was the centerpiece for the industry leading Reetone campaign for Easytone toning shoes and the ReeZig launch for the Zig Tech line of footwear.

In addition to that, he also oversaw the brand’s communication efforts with the Emporio Armani product collaboration.  In 2010 the work led to Reebok being named Marketer of the Year by Footwear News. During his time at adidas, Richard was directly responsible for the brands global media operations in addition to creating and integrating their worldwide digital media strategy. He was the driving force behind core media developments at adidas including the successful creation and delivery of the company’s digital media strategy and branded content partnerships, such as Xbox and MTV.

His work at Adidas contributed to a team that won numerous industry awards including a Global Cannes Gold for the best advertising brand in 2006, over 10 Cyber Lions for excellence in digital media campaigns and brand websites in 2005-06 and Media and Marketing Gold for the best outdoor and interactive campaign in Europe 2005.

An experienced public speaker in the area of digital marketing, brand development and new media, Richard has spoken at leading industry events including The Media Festival in Venice Italy, Yahoo Global Conference in Palm Springs, US. He is a past jury member of the 2009 Festival of Media awards in Valencia, Spain. He has been a guest lecturer at NYU (Clive Davis school of recorded music- Music in Advertising) and Northeastern University.

Richard is heavily involved in athletics in both his business and personal life, and has competed in over 30 marathons and 60 triathlons, including completion of an Ironman distance triathlon. He is an avid Nordic skier and has raced 50k “Tour of Anchorage, Alaska” ski race and the American Birkebeiner 50k. He holds dual citizenship for the United States and Republic of Ireland.