The U.K.-based activewear brand shared exclusive global stats on the category’s surge and an inside look at its first celeb partnership.
The activewear category has been in the spotlight since comedian Shane Gillis’ “Saturday Night Live” monologue went viral for mocking and criticizing women’s gym looks.
For Gymshark, the timing for the rollout of the U.K. activewear brand’s first celebrity partnership with Megan Thee Stallion couldn’t have been better.
“We announced Megan as our first VIP athlete just days after the SNL monologue and the internet immediately connected the dots,” said Noel Mack, chief brand officer at Gymshark, in an interview. “Brands sometimes make the mistake of trying too hard to insert themselves into culture. The best moments tend to happen when you know who you are, understand your community and have the confidence to participate when something genuinely relevant comes along. If you search ‘Shane’ on our website, you’ll find our scrunch shorts. We don’t take ourselves too seriously, but we take our community incredibly seriously.”
Mack said Megan embodies what Gymshark stands for — “strong, confident, ambitious and unapologetically herself.” But more than that, pointing to her “genuine” relationship with fitness, the company internally cites her as its muse.
“She trains, she puts the work in and she’s spoken openly about what the gym means to her, both physically and mentally. We didn’t want a talent who would just put on our clothes for a campaign. We wanted someone who actually lives and breathes gym culture.
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