Retailer Gymshark is making a bold marketing move to reposition itself as a gym-first brand and away from the UK’s and US’s increasingly crowded sports/athleisure space. 

In a nutshell, it aims to simplify its message to be the “standout go-to destination” gym brand. It’s a message that could be crucial as it targets major growth in the US market.

So from 18 June, it’s launched a new brand platform ‘We Do Gym’ which pulls together all its marketing for the next 12 months, focusing on driving home its “obsession” with the gym and how it exists to serve that community.

Shot by LA-based photographer Justin Bettman, the creative celebrates the ‘if you know, you know, truths’ that run at the heart of gym culture such as ‘pre-workout zoomies’, powerlifters chewing their calloused hands and the staple diet of eggs, chicken, rice, broccoli.

“At Gymshark, we’ve never really followed in the footsteps of anybody else – and we’re getting very intentional about that. 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,” Gymshark chief brand officer, Noel Mack said.

“To us, it’s our reason for existing and for our community, it’s their reason to believe in us. 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.”

Strategically, the campaign will “strive to be honest, bringing a unified singularity to Gymshark’s brand personality – based on its humble beginnings when it was founded out of a garage by a 19-year-old Ben Francis”.