Gymshark, the UK-based fitness apparel brand, has launched its new global brand platform, 'We Do Gym,' to solidify its position as the go-to name for gym wear. With this campaign, Gymshark is streamlining its message, reasserting its identity, and celebrating the unique culture of gym-goers worldwide. This campaign isn't just about promoting products; it's about embracing and championing the gym community.
The Birth of 'We Do Gym'
The 'We Do Gym' campaign marks a significant evolution in Gymshark's brand narrative. Launched to provide singularity and focus to its marketing strategy, the campaign tells Gymshark's origin story in its own words for the first time. Founded in 2012 by then 19-year-old Ben Francis, Gymshark has always been about more than just sportswear; it’s a brand created by and for gym enthusiasts.
A Message of Authenticity and Focus
Gymshark’s Chief Brand Officer, Noel Mack, underscores the campaign's intent: "People sometimes mistake us for a sports brand or an athleisure brand, but we’re a gym brand." This statement reflects Gymshark's commitment to the gym culture, differentiating itself from the broader sportswear market. The 'We Do Gym' platform aims to cut through modern distractions with a clear, impactful message that resonates with fitness fans' dedication.
Engaging with Gym Culture
The campaign is a vivid celebration of gym culture’s quirks and truths. Developed by Gymshark's in-house creative team, led by senior creative Mikey Robinson and senior copywriter Chloe Adams, the campaign features a series of OOH billboards shot by LA-based photographer Justin Bettman. These billboards humorously depict the nuances of gym life, from "Never Skip Egg Day" to "Chicken, Rice, & Broccoli For Dinner. Again." Each image captures the authenticity and dedication of gym-goers, creating a direct connection with Gymshark's community.
Leveraging Social Media for Community Engagement
Gymshark has mastered the art of using social media to amplify its message. The 'We Do Gym' campaign is heavily featured across various platforms, showcasing relatable and shareable content that speaks directly to its audience. By tapping into the 'if you know, you know' aspects of gym life, Gymshark not only entertains but also reinforces its dedication to the gym community. This approach fosters a sense of belonging and loyalty among its followers, further solidifying its position as the definitive gym brand.
Expansion and Future Aspirations
As Gymshark looks to expand its reach, particularly in the US market, the 'We Do Gym' campaign plays a crucial role. With plans to launch a premium line called "Everywhere" and a 12-month pop-up store in Manhattan, Gymshark is poised to make 2024 its biggest year yet. The campaign’s clear, concise message is designed to resonate in the crowded market, making Gymshark stand out as the brand that truly understands and celebrates gym culture.
Conclusion
Gymshark's 'We Do Gym' campaign is a bold declaration of the brand’s identity and mission. By focusing on authenticity, community, and the unique culture of gym-goers, Gymshark redefines what it means to be a gym brand. This campaign is not just a marketing strategy; it's a celebration of the gym community's dedication and passion, setting Gymshark apart in a sea of sportswear brands. Through 'We Do Gym,' Gymshark continues to inspire and unite fitness enthusiasts around the world, proving once again that they are not just in the business of gym wear—they live and breathe it
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