GYMSHARK

Gymshark is a British brand which was created in 2012 by the student Ben Francis, who was actually 19 at the time. The slogan “Be a visionary” expresses Ben’s humble beginnings as a student who had a vision and entrepreneurial drive to make Gymshark what it is today.

From the start the brand is focused on launching through social media. They started to send products to athlets they follow, sponsor athlets actually not celebrities which are known for fitness. First athlete was Lex Griffin and later it was progressed to the first female athlete, Nikki Blackketter, with who they made 2 collaborations. They started doing that at the time when influencer marketing was not common and not a lot of people were doing it. But at the end, they were fans and they wanted the athletes to wear their products.

Competitors brand to Gymshark, which would be Nike and Addidas for example, these brands are very big and known for their logos – so if you have a tick or three stripes everybody know what brand you are wearing. Gymshark is more about creating and emotional connection with their consumer through their product. Their main focus is not the shoes, like Nike and Addidas, but their clothing. They are working very hard on keeping the quality – they make a non sweat clothing as well as their flex wear, which they are making sure is fitting and it hugs the body perfectly. They are very innovative and they stand out, which is what puts them in line with their competitors.

While working together on researching and gathering information about Gymshark, my group and l believe that Gymshark`s quick growth and success is due to their use of social media influencers and campaigns to target the millennial generation. Their focus on aesthetics as well as quality and performance makes them appealing to consumers who idealise a certain kind of lifestyle and body – and that is what makes them an innovative brand.

Context Moodboard - Gymshark