Gymshark launched its first North American campaign as part of its expansion efforts in the United States.
The “United We Sweat” campaign is centered around Gymshark athletes and was created by Ultra Brand Studio, the strategy company behind the Nike and EA campaigns.
Featured athletes include UFC Heavyweight Champion Francis Ngannou, Coach Austin Dotson, American Footballer George Bamfo, Swimmer Haven Shepherd, Weightlifter Lya Bavoil and Black Girls Ruck.
Latoya Shauntay, author of the Running Fat Chef blog, voiced the ad telling the brand’s mantra. Sennai Atsbeha, Vice President of Brand Marketing for Gymshark, said, “Each of our athletes has different fitness goals, but shares a constant commitment to their community, a dedication to the process and a responsibility to work out every day. to be the best version of themselves. “
Noel Mack, brand manager at Gymshark, said Gymshark has good brand awareness, so the campaign is more about “branding education and really getting across what makes Gymshark special”.
He added, “It’s more important than a branding campaign, it’s about people who understand the power of unity and fitness. Since the beginning of Gymshark we have brought people together under the banner of fitness and conditioning and to this day uniting people plays an important role in our goal, and at this moment we truly believe that unity is more than ever. necessary.
The campaign runs on Facebook, Instagram, TikTok and Snapchat, as well as TV spots on programmatic and connected TV.
The first digital fitness clothing brand opened its U.S. office in Denver in 2019 and opened its first U.S. warehouse in California in June. The company plans to open three more warehouses over the next 12 months.
Gymshark plans to launch “hyper-local” campaigns giving the United States its own marketing strategy based on local fitness communities. “We are very focused on continuing to diversify, expand into new fitness spaces and build with local partners because we know our message is one that resonates with a wide variety of people and communities, ”Atsbeha said.
Its media plan in the US is to forge “partners who share an aligned value proposition” instead of aiming for mass reach – examples include collaborations with sports publishers Overtime TV and Wave TV.