Gymshark has introduced its new platform, ‘We Do Gym,’ aiming to clearly establish its identity as a gym-focused brand.
The initiative intends to distinguish Gymshark from its athleisure competitors, reinforcing its commitment to gym enthusiasts.
A Strategic Move for Brand Repositioning
Gymshark has strategically launched the ‘We Do Gym’ platform, intending to pivot its brand identity towards being recognised primarily as a gym-focused entity. This shift is designed to set Gymshark apart from other athleisure brands and align it more closely with its core values and community needs.
This new platform serves as the cornerstone for all branding and marketing activities scheduled for the upcoming year. It aims to communicate unequivocally to the public what the Gymshark brand truly represents.
Commitment to Gym Culture
The company made a clear statement: ‘We Do Gym will position Gymshark against its competitors by focusing directly on the activities associated with the gym. This shows consumers that Gymshark, like them, is 100% dedicated to the gym.’
Such a move underscores Gymshark’s commitment to gym culture and its intent to resonate deeply with gym-goers and fitness enthusiasts. The campaign is not just a marketing ploy but a reflection of the brand’s core ethos.
Leadership Insights
Chief Brand Officer Noel Mack emphasised the innovative nature of this repositioning strategy.
“At Gymshark, we’ve never really followed in the footsteps of anybody else – and we’re getting very intentional about that,” Mack stated. This approach is about carving out a unique identity in a crowded marketplace. Mack added, “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.”
Marketing in the Age of Instant Gratification
In today’s fast-paced digital world, brands need to communicate their essence swiftly and memorably. Gymshark acknowledges this reality by crafting a message that is both concise and impactful. ‘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.’
Consumers are bombarded with information, and standing out requires clarity and brevity. Gymshark’s new platform addresses this challenge head-on.
Future of the Brand’s Engagement
The ‘We Do Gym’ initiative is expected to be the bedrock of all Gymshark’s efforts in brand engagement and community building over the next year.
This platform is not only a statement of brand identity but also a rallying call to Gymshark’s community, encouraging them to embrace and promote this focused gym ethos.
The campaign will likely influence various aspects of Gymshark’s operations, from product development to social media outreach, aiming to create a cohesive and strong brand message.
Enhancing Community Connection
Gymshark’s decision to launch ‘We Do Gym’ also highlights its dedication to fostering a stronger connection with its community of gym enthusiasts.
The brand’s efforts to clarify its identity align with the needs and interests of its community, fostering loyalty and trust.
Anticipated Market Impact
By definitively positioning itself as a gym brand, Gymshark sets the stage for potentially higher engagement and loyalty among gym-goers and fitness aficionados.
This clear and focused brand identity may help Gymshark carve out a distinctive niche in the competitive athletic apparel market, distinguishing it from general athleisure brands.
The success of this initiative will be closely monitored by industry analysts and competitors alike, serving as a potential case study for brand repositioning.
Gymshark’s ‘We Do Gym’ platform reflects a strategic commitment to its core audience of gym enthusiasts.
By focusing on gym culture, Gymshark aims to establish a distinctive space in the market, fostering deeper connections with its community.
