We Do Gym: Gymshark’s Niche Marketing Move

Gymshark, known for its premium gym apparel, has launched a bold new campaign to strengthen its presence in the US market. Named "We Do Gym," this initiative unifies Gymshark's marketing efforts for the next year under a single theme.

According to Mikey Robinson, Gymshark’s senior creative, the campaign humourously acknowledges the universal ‘IYKYK’ truths that resonate with fitness enthusiasts. It celebrates the quirks and passions that unite gym-goers, emphasizing Gymshark's understanding and appreciation for the gym community.

In a market saturated with generic sportswear brands, Gymshark stands out by focusing exclusively on gym apparel and championing authenticity and niche expertise. As their campaign states, "We're not a sports brand. We're a gym brand." Gymshark remains committed to creating high-quality gym gear tailored for dedicated fitness enthusiasts.

For marketers, Gymshark’s strategy highlights the importance of authenticity and specialization in establishing a unique brand identity. By embracing their niche and staying true to their core values, Gymshark not only differentiates itself but also builds stronger connections with its community.

​​Gymshark's "We Do Gym" campaign leaves us with a subtle flex and a reminder that in the gym—and in life—authenticity is the ultimate gain.