Gymshark's 'We Do Gym' Campaign

The UK-based apparel brand Gymshark, popular among Gen Z gym enthusiasts, aims to differentiate itself from competitors like Nike, Alo, and Lululemon.

"We Do Gym." This simple three-word declaration encapsulates Gymshark's new global brand platform.

It's a bold statement that connects dedicated fitness fans through shared gym experiences.

For Gymshark, headquartered in the UK, this new advertising campaign might be a strategic move to generate excitement as it targets the US market. In February, Gymshark's founder and CEO, Ben Francis—who is also the UK's youngest billionaire—announced that 2024 would be the brand’s "biggest year ever."

Gymshark plans to launch a premium line called "Everywhere" and will also open a 12-month pop-up store in the heart of Manhattan.

Mikey Robinson, Gymshark’s senior creative, succinctly summarized the new advertising initiative:

"The campaign celebrates the unique aspects and subtleties of gym culture," he stated in a LinkedIn post.

"It features stringer vest nip slips, bum scrunch shorts, training to failure, callous chewing, all served with a side of chicken, rice, and broccoli.

Developed in collaboration with Apna Studios, it is packed with 'if you know, you know' truths, directly addressing our customers and community."

The campaign includes humorous yet relatable imagery, such as a man holding eight cartons of eggs with the text "Never Skip Egg Day," and a woman standing next to a rack of leggings in every color with the message "Has Every Colour. Still Wears Black."

Another image shows a skeptical man looking at a piece of broccoli on his fork with the message "Chicken, Rice, & Broccoli For Dinner. Again."

Robinson added that Gymshark understands the world of dedicated fitness enthusiasts better than any sportswear brand.

"Because we’re not a sports brand. We’re a gym brand," he wrote. "We are Gymshark. We Do Gym."

This sentiment has long been a part of Gymshark's identity, but the brand now seems keen to reiterate it to the world.

"People sometimes mistake us for a sports brand or an athleisure brand, but we’re a gym brand," chief brand officer Noel Mack said in a widely reported statement.

"It’s our reason for existing and for our community, and it’s their reason to believe in us."

The simplicity of "We Do Gym"—a concise yet impactful statement reminiscent of Nike’s "Just Do It," as noted by brand marketing expert Aaliyah Taylor—is designed to cut through the plethora of modern distractions.

"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 possible," Mack added.

Additionally, this spring, Gymshark launched an online store for UAE consumers as part of its expansion into the Middle East.

Source: athletechnews

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