Gymshark launches new ‘We Do Gym’ platform to affirm its market position
Gymshark has unveiled a new brand platform called We Do Gym, which will act as the foundation for all of its marketing activity for the next 12 months.
The aim is to redefine Gymshark as the brand for the gym, deliberately positioning it as in a different space to the "ever growing list of athleisure and sportswear players" in the market.
The platform has been specifically designed and named to tell everyone, whether an existing member of the brand’s community or not, what Gymshark is all about – not a sports brand, but very much a gym brand. The brand’s strapline is: "We’re not good at everything. We’re great at one thing".
Noel Mack, Chief Brand Officer, Gymshark said: "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, but 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 - Gymshark, We Do Gym."
The accompanying launch campaign was shot by LA-based commercial and editorial photographer Justin Bettman. It’s all about the ‘If You Know, You Know’ (IYKYK) things that are embedded in gym culture - from the caffeinated ‘pre-workout zoomies’ to powerlifters chewing their calloused hands.
In the campaign, there’s also a nod to the bodybuilding staple diet of chicken, rice and broccoli, nipple-exposing men's stringer vests, and Gymshark’s signature bum lifting ‘butt scrunch’ shorts.
