Gymshark is “100% dedicated to the gym” with new brand platform

We Do Gym reintroduces Gymshark as the only brand for gym-goers, and is accompanied by a new OOH campaign that riffs on fitness culture


Gymshark has launched a new global brand platform ‘We Do Gym’ in a bid to streamline its message. The UK-based brand wants to become the “go-to name for gym wear”, with the new platform aiming to bring “singularity and focus to Gymshark’s marketing and brand building” strategy.

The new platform tells the origin story of Gymshark in its own words for the first time, and will also act as the foundation for all of its brand and marketing activity for the next 12 months. The hope is it will help position the brand in a different space to the ever-growing list of athleisure and sportswear players in the market, and tell everyone – whether they’re familiar with the brand or not – what Gymshark is all about.

All images: We Do Gym campaign, Gymshark

For the launch, a series of OOH billboards have been created by Gymshark’s in-house creative team, led by senior creative Mikey Robinson and senior copywriter Chloe Adams, and featuring images shot by LA-based photographer Justin Bettman.

The campaign plays into the nuances of gym culture by referencing an array of “IYKYK truths” such as chicken, rice and broccoli dinners, bum scrunch shorts and pre-workout zoomies that speak directly to its community. The brand says this shift in messaging is to ensure customers know it is “100% dedicated to the gym”.

“People sometimes mistake us for a sports brand or an athleisure brand, but we’re a gym brand. That’s a new idea to many, but to us, it’s our reason for existing, and for our community, it’s their reason to believe in us,” says chief brand officer Noel Mack.

“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 we could, and I think we pulled it off.”

Gymshark was founded in 2012 by then 19-year-old CEO Ben Francis in his garage. Since then, the brand has sought to carve out its own path by creating clothing for those in the weights room at the gym, rather than the wider sportswear market.

Expanding into the US market is the next big focus for the brand, and the hope is We Do Gym will deliver impact in an already crowded market.

Agency: Gymshark in-house agency
Senior Creative: Mikey Robinson
Senior Copywriter: Chloe Adams