Gymshark broadens ‘We Do Gym’ message in witty campaign

Following on from last summer’s successful ‘We Do Gym’ campaign affirming its weightlifting authority, Gymshark has launched the next chapter which broadens the brand’s message.

The aim? To put the spotlight on a full spectrum of gym experiences, from high-intensity HIIT classes, pilates, treadmill running and more, and there’s a hint of humour in the campaign too.

Relatable in-jokes for gym goers include Gen Z choosing Friday night at the bar (bell), the girl who coincides her sweatiest workout of the week with the day she washes her hair, and the pain of sitting down – not the day after ‘leg day’ but the day after the day after.

There’s also getting competitive with a stranger when they start to run on the treadmill next to you, and striving for inner peace in a yoga class, in what Gymshark calls ‘IYKYK’ (if you know, you know) moments.

Bringing the diverse stories to life, Gymshark’s ambassadors and fresh ‘gym cast’ faces deliver moments that are both humorous and heartfelt, guaranteed to resonate with the brand’s gym-obsessed community.

Mikey Robinson, Senior Creative at Gymshark, said: "Once upon a time the gym was all about lifting heavy weights, but increasingly it's so much more than that - from low-intensity classes like yoga and pilates to functional training for events like Hyrox, and the huge surge in popularity of running.

"We want to be the brand that represents weightlifting as well as any and all activities that happen within the four walls of the gym. If it happens in the gym, Gymshark is there to support you."