WEIGHT BELONGS IN YOUR HANDS, NOT YOUR HEAD

CONTEXT

Gymshark had always been heavy the physical side of fitness, but never the mental. We were tasked with launching a mental health sub-brand & campaign to promote mental fitness.

CONCEPT

We created a sub-brand - named Deload (relating to a break taken from physical training to allow recovery) - to promote positive information, education and entertainment to help the community ‘become their mental best’.

CONTENT

An open, honest and accessible stream of content and communication between Gymshark and its community, encouraging everyone to open up and let others in.

DELOAD HUB

SOCIAL (LAUNCH)

Tap the image to head there…

EMAIL (LAUNCH)

Subject Line: Become your mental best with Gymshark Deload.
Preview Text: Because weight belongs in your hands, not your head.

CREDITS

Copywriter: Harry Foley
Creative: Jodanna Bird
Design: Nathan Barnett
Edit: Aidan Broletti
Artwork: Laura Kelsey