Gymshark Embraces Its Roots with "We Do Gym" Brand Platform

Gymshark launches a bold "We Do Gym" brand platform. This strategic move marks a return to its roots in gym culture. Moreover, it reaffirms the brand's commitment to fitness enthusiasts worldwide. The new platform will underpin all marketing activities for the next 12 months. It has a focus on gym-related activities.

Celebrating Gym Culture Nuances Through Visuals

Furthermore, the creative direction is entrusted to talented LA photographer Justin Bettman. His visuals aim to capture relatable "if you know" gym moments. For instance, they will feature pre-workout jitters and powerlifters' calloused hands. Additionally, the staple diet of chicken, rice, and broccoli will be showcased. Bettman's visuals will encapsulate nuances defining the gym experience.

Authenticity and Clarity Drive Brand Strategy

Noel Mack, Chief Brand Officer, emphasises Gymshark's authenticity commitment. He states, "We're a gym brand; our reason for existing." Moreover, Mack aims for clear, understandable messaging. "In our fast-paced world with short attention spans, we wanted to tell consumers about us concisely. And I think we achieved that," he adds.

Honouring Humble Garage Beginnings

Additionally, the "We Do Gym" campaign is honest, harkening back to humble beginnings. Founder Ben Francis started Gymshark from a garage at 19. Consequently, this approach brings a unified, singular brand personality reflecting those origins.

Resonating with Core Gym Audience

By embracing its gym-centric identity and celebrating gym culture nuances, Gymshark resonates deeply with its core audience. Furthermore, this strategic move solidifies the brand's fitness apparel industry leadership. It also fosters a sense of belonging among its loyal gym-going following.