Good morning. Today, a law firm interprets Trump’s victory as a sign to pursue “Made in America” class actions; Peloton wants a piece of the sales for its used bikes and treadmills; and a discount retailer says tariffs look good for its business.

A rising number of lawsuits accuse household brands of misleading consumers when they said their products were made in the United States, Patrick Coffee reports for CMO today.

Thirteen proposed class-action suits over “Made in U.S.A.” claims have been filed so far this year, compared with seven in 2024 as a whole, according to consumer advocacy group Truth in Advertising. It’s already the largest annual case total since at least 2011, the first year tracked by the group.

The litigation is being driven largely by one law firm that saw President Trump’s re-election as a green light.

“One of the platforms the administration was running on was how important American-made things are,” said Abbas Kazerounian, founding partner at Kazerouni Law Group of Costa Mesa, Calif., which filed 10 of this year’s made-in-America lawsuits, up from one last year.

“So the American public has out and out said, ‘This is something that’s important to us.’ ”

Kazerounian says the firm will file more such suits in the coming months.

Peloton introduced a platform for customers to buy and sell “pre-loved Peloton pieces,” trying to capture a piece of the revenue from resale of its connected stationary bikes, treadmills and rowers, Dean Seal writes.

Sellers will receive 70% of the sale price in cash and also get a discount code for purchases of new Peloton products. Buyers will get a summary of the product’s history, a protection policy, a lower used-equipment activation fee and options for a delivery service.

The former lockdown sensation has been cutting its marketing and advertising spending in an attempt to acquire new members more cost efficiently, Katie Deighton reported for CMO Today last month. Revenue has also declined, falling 13% in the latest quarter.

More fitness marketing: High-end gym chain Equinox hired former Tory Burch executive Bindu Shah to be chief marketing officer and chief digital officer. [WWD]

Dollar General raised its outlook for the year after assessing the impact of tariffs on its business and consumer behavior, plus better-than-expected first-quarter results, Denny Jacob reports.

While its main consumer base remains constrained, more middle- and higher-income shoppers are trading in to its stores, CEO Todd Vasos said.

The discount retailer now expects sales to rise 3.7% to 4.7% for the fiscal year ending Jan. 30, up from its previous forecast of 3.4% to 4.4%.

Even if the chain has to raise prices as a result of tariffs, it will still be in good position compared with rivals, Vasos added.

“We are uniquely well-positioned to serve our customer in a variety of economic environments,” he said.

Luxury hotels inside airports are taking off thanks to travelers who are willing to splurge. [WSJ] 

Paramount abruptly dropped its longtime media agency of record, WPP Media, and handed the account to Publicis. [Deadline] 

Top creatives name 53 campaigns that they think will win big at Cannes Lions. [Ad Age]

The shortlist for Cannes’ prestigious Dan Wieden Titanium Lion honors includes Elf Beauty’s “So Many Dicks” and 17 other entries. [Adweek] 

The Washington Post wants to bring in many more opinion writers, including Substack authors and possibly nonprofessional writers assisted by AI. [NYT] 

The Democratic Party wants all its state campaigns to use the same digital ad tech platform. [Axios]

Now that the “Taylor’s Version” era is over, some Swifties are admitting they’re relieved. [WSJ] 

Correction: Yesterday’s newsletter misattributed a quote about EY’s image to Laurence Buchanan, who leads the new EY Studio+. The speaker was Pierre Beaufils, EY’s global head of business consulting.