POWER BUILT ON PRECISION

GYMSHARK 315

THE CONTEXT

Jargon warning. Gymshark got niche with the introduction of their first hyper-focused weightlifting range, engineered for powerlifters and Olympic weightlifters. With a host of very specific features built for very specific movements, this was our chance to get esoteric.

THE CONCEPT

My first role was to name the range. 315 references 315lbs of weight on a barbell (the equivalent of three full plates on either side), a significant milestone for anyone on their weightlifting journey. It’s an ‘I made it’ kinda weight.

Next was the concept, where we juxtaposed the primitive brutality of weightlifting with its technicality in gritty, dramatic harmony. That formed a little metaphor for Gymshark’s product too. Fortunate, huh?

Power built on precision.

THE CONTENT

HERO VIDEO

Brutality, meet majesty.

USP HIGHLIGHTS

We obviously spoke about the product too, but we did so in the lifters’ language.

PR GIFTING

Even the longer form content had one thing in mind: put 315 in the weightlifters’ world.

THE CREDITS

Copywriter: Harry Foley
Creative: Jo Bird
Producer: Sarah Clarke
Artwork: Nathan Barnett, Cam MacRae
Videography: Thom Williams, CJ Ducker
Edit: Cian Greaney
Retouch: David Bateman Williams
Brand Manager: Chris Freer