WEIGHT BELONGS IN YOUR HANDS, NOT YOUR HEAD
THE CONTEXT
Gymshark had always been a lot of TLC into the physical side of fitness, but never the mental. The Creative team and I were tasked with launching a mental health project, campaign, activation, whatever we saw fit, to promote mental fitness.
THE CONCEPT
We create a sub-brand - which we named Deload (relating to a break taken from physical training to allow recovery) - to host and promote positive information, education and entertainment to help the Gymshark community ‘become their mental best’.
THE CONTENT
A home for all mental health content, including regular activations and content releases, enabling Gymshark’s community to give focus to the mental side of fitness.
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
CLICK ME
SOCIAL MEDIA (LAUNCH)
A typographic video for social media stories to introduce Deload, and offer its services, to the world.
EMAIL MARKETING (LAUNCH)
A long-form introduction to Deload, its purpose and upcoming activations.
LAUNCH
Subject Line: Become your mental best with Gymshark Deload.
Preview Text: Because weight belongs in your hands, not your head.
THE CREDITS
Copywriter: Harry Foley
Creative: Jodanna Bird
Design: Nathan Barnett
Edit: Aidan Broletti
Artwork: Laura Kelsey