Gymshark launches first US targeted marketing campaign
Gymshark has launched its first targeted North American marketing campaign as part of its US expansion efforts.
Chief brand officer at Gymshark, Noel Mack, told The Drum that the campaign's purpose was to educate US consumer's on what made the brand special and less about brand awareness, which was already high.
The campaign is called "United We Sweat" and features a number of athletes that represent the diverse Gymshark community, while highlighting the importance of supporting the different ways people train.
UFC heavyweight champion Francis Ngannou stars in the campaign alongside trainer Austin Dotson and American footballer George Bamfo, swimmer Haven Shepherd, powerlifter Lya Bavoil and Black Girls Ruck. It is narrated by the author of the Running Fat Chef blog.
The digital-first fitness apparel brand is launching the campaign across social media platforms Facebook, Instagram, TikTok and Snapchat as well as TV.
Gymshark opened its first North American office in 2019 followed by its first warehouse in July 2021. It is reportedly looking to open three more warehouses in the next 12-months.
In the future the brand is planning to extend its US marketing reach by creating "hyper-local" campaigns based on local fitness communities instead of maximum reach.
"United We Sweat" was created by the strategy firm Ultra Brand Studio, which has previously worked with Nike and EA.