Gymshark’s North American expansion accelerates with its first local marketing campaign

Gymshark launched its first North American campaign as part of its US expansion efforts.

The “United We Sweat” campaign focuses on Gymshark athletes and was created by Ultra Brand Studio, the strategy company behind the Nike and EA campaigns.

Featured athletes include UFC heavyweight champion Francis Ngannou, trainer Austin Dotson, American footballer George Bamfo, swimmer Haven Shepherd, weightlifter Lya Bavoil and Running Fat Chef blog author Latoya Shauntay.

Sennai Atsbeha, Vice President of Brand Marketing for Gymshark, said, “Each of our athletes have different fitness goals, but share an abiding commitment to their community, dedication to process, and responsibility to work every day to be the best version of themselves.”

Gymshark’s brand manager, Noel Mack, said Gymshark has good brand awareness, so the campaign is more about “brand education and really getting people to understand what makes Gymshark special.”

He added: “It’s more than a brand campaign, it’s about people understanding the power of unity and fitness. Since the beginning of Gymshark we have been bringing people together under the banner of fitness and conditioning and to this day uniting people plays a big part of our purpose, and right now we truly believe that unity is more than never needed.

The campaign is running on Facebook, Instagram, TikTok and Snapchat, as well as TV spots on programmatic and connected TV.

The first digital fitness apparel brand opened its US office in Denver in 2019 and opened its first US warehouse in California in June. The company plans to open three more warehouses over the next 12 months.

Gymshark plans to launch “hyper-local” campaigns giving the US its own marketing strategy based on local fitness communities. “We are very focused on continuing to diversify, expanding into new fitness spaces and building with local partners because we know our message is one that resonates with a wide variety of people and communities,” Atsbeha said.

Its US media plan is to connect with “partners who share an aligned value proposition” instead of aiming for mass reach – examples include collaborations with sports publishers Overtime TV and Wave Sports + Entertainment.

William L. Hart