Gymshark has partnered with Muslim fitness content creator Leana Deeb to showcase its latest modest activewear range.
Gymshark said the collection “addresses a significant gap in the fitness industry, empowering women who dress modestly to train confidently and comfortably”.
The collection, made from lightweight and heavy materials for different gym activities, includes a hybrid wrap hijab designed to give secure coverage during workouts. There are also oversized t-shirts and hoodies, jackets, joggers and tunics.
This is not the first occasion Gymshark has worked with Muslim influencers to ensure its content is diverse. The brand has created campaigns with Muslim athletes and influencers such as Umaymah Makda. This programme led to the creation of the first sports-friendly hijab.
A company profile in the Sports Goods 2024 report looks at how the UK-based athleisurewear brand has built a powerful brand image through social media savvy and influencer marketing that has resonated with a younger, fitness-focused demographic.
Bypassing traditional retail channels and focusing on ecommerce has also allowed Gymshark to maintain control over brand messaging, to tap into the shopping habits of its key demographic and, potentially, offer more competitive pricing.
It also regularly refreshes its lines, launching new collections and collaborating with personalities such as leading Instagram fitness influencer Whitney Simmons in order to keep the brand fresh and exciting for this core audience.
Read the full Gymshark profile in the Global Sports Goods 2024 report. It is one of 16 profiles in the report.
While the global sports goods market is dominated by enormous, well-known brands, we also discuss the wealth of localised players that attract a lot of sales and how they are utilising new channels to grow and reach their target customers.
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