Gymshark hopes to distance itself from other sports and athleisure brands in a 12-month campaign focusing on its products being designed for the gym.
The campaign, created with editorial photographer Justin Bettman, aims to showcase to consumers -whether existing members of the brand’s community or not – that Gymshark is not a sports brand, but very much a gym brand.
The UK-based brand has the strapline ‘We’re not good at everything. We’re great at one thing’, with this latest campaign shouting ‘We Do Gym’.
“At Gymshark, we’ve never really followed in the footsteps of anybody else and we’re getting very intentional about that,” said Noel Mack, chief brand officer at Gymshark.
“People sometimes mistake us for a sports brand or an athleisure brand, but we’re a gym brand; that’s a new idea to many, but to us, it’s our reason for existing and for our community – it’s their reason to believe in us.
“In a world of fast scrolling and short attention spans, we wanted to find a way to tell consumers everything they need to know about us in the shortest most understandable way we could, and I think we pulled it off – Gymshark, We Do Gym.”
An exclusive company profile looks at how the brand has built a powerful image through social media savvy and influencer marketing that has resonated with a younger, fitness-focused demographic.
The newly published RetailX Global Sports Goods 2024 report profile also covers Gymshark’s work to create campaigns with Muslim athletes and influencers, such as Umaymah Makda, to create more diverse content appealing to a wider demographic. This programme led to the creation of the first sports-friendly hijab.
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