Gymshark's New Gym-Focused Brand Platform

Gymshark has introduced a new global brand platform called 'We Do Gym' to sharpen its marketing message.

The UK-based company aims to become the leading name in gym wear.

This new platform is designed to bring cohesion and clarity to Gymshark's marketing and branding efforts.

For the first time, the platform will narrate Gymshark's origin story from its own perspective and will serve as the backbone for all brand and marketing activities over the next year.

Gymshark expects this initiative to set it apart from a growing list of athleisure and sportswear competitors and to clearly communicate what the brand represents to both new and existing customers.

The launch includes a series of OOH billboards created by Gymshark’s in-house team, led by senior creative Mikey Robinson and senior copywriter Chloe Adams, with photography by LA-based photographer Justin Bettman.

The campaign taps into the subtleties of gym culture by featuring various "IYKYK truths" like chicken, rice, and broccoli meals, bum scrunch shorts, and pre-workout jitters that resonate with its community.

The brand emphasizes that this new messaging aims to assure customers of its unwavering commitment to the gym.

"People sometimes think of us as a sports or athleisure brand, but we're a gym brand," says chief brand officer Noel Mack.

"That concept might be new to some, but it's our core identity and our community's reason to believe in us."

"In an era of fast scrolling and short attention spans, we wanted a way to convey everything about us in the simplest and most understandable way, and I think we've succeeded," Mack adds.

Founded in 2012 by then 19-year-old CEO Ben Francis in his garage, Gymshark has always aimed to create apparel specifically for the gym-goers in the weights room, rather than the broader sportswear market.

The next big challenge for the brand is expanding into the US market, and the 'We Do Gym' platform is expected to make a significant impact in an already crowded space.

Source: creativereview

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