Gymshark is a British fitness apparel and accessories brand. Its social media strategy makes it clear that it puts community at the heart of what it does. The brand tries to create posts that are engaging and relatable to its target audience. The company is dedicated to creating high-quality, fashionable and functional gym wear that appeals to a broad range of consumers.
The UK brand that has been worn by celebrities including Hailey Bieber and Kendall Jenner. Predominantly sold online, it also has a shop in London.
Shannon Harrison used her knowledge and interest in gyms, fitness and sports to create a piece of work that people of all body types and religions would feel included and able to do sports while wearing Gymshark clothes. She wanted to create a range of women’s sports advertisements in towns.
The project for Gymshark aims to show the company in a different light and appeal to all women, moving away from the male gym image. Harrinson saw that online Gymshark mostly aligns with the gyms and appeals to women working out in gyms. However, Harrison wanted to change this to sports by showing women’s sports in posters and online.
She photoshopped her images to give a strong and powerful expression that projects that sports are for women too. She used different backgrounds that gave her picture a streetwise image, to show that fitness is for everywhere, not just the gym.
She looked at different ages of the audience and what they felt about posters. Her feedback was brilliant and she had comments saying how these images make more women want to do sports in fashionable clothing.