Gymshark Frenzy

UI/UX Design | Advertising | Experiential

Gymshark Frenzy

UI/UX Design | Advertising | Experiential

Gymshark Frenzy

UI/UX Design | Advertising | Experiential

The Ask

Get young adults who are about to take on new routines, friends and addresses to feel confident, committed and connected throughout their journey by inspiring and connecting them with a common goal: being your personal best, no matter what ‘best’ looks like to you.

The Ask

Get young adults who are about to take on new routines, friends and addresses to feel confident, committed and connected throughout their journey by inspiring and connecting them with a common goal: being your personal best, no matter what ‘best’ looks like to you.

The Ask

Get young adults who are about to take on new routines, friends and addresses to feel confident, committed and connected throughout their journey by inspiring and connecting them with a common goal: being your personal best, no matter what ‘best’ looks like to you.

Audience

Passionate, driven young adults who fuel their physical and mental conditioning with community, recognizing the connection they share whether training alone or in a group.

Insight

Generationally, 18-21 year olds have a strong “we instead of me” mentality. They are motivated to work harder for the success of their teammates than for individual gain.

Opportunity

Unite personal training, communication, and collective goals on one platform, fostering deeper connections and community-driven content.

Solution

An expansion of the Gymshark Training app, Frenzy gamifies exercise by dividing its users into three teams, challenging them to collectively burn enough calories to accomplish feats of collective strength, like moving Australia, surfacing the Titanic, or even launching the Moon.

Solution

An expansion of the Gymshark Training app, Frenzy gamifies exercise by dividing its users into three teams, challenging them to collectively burn enough calories to accomplish feats of collective strength, like moving Australia, surfacing the Titanic, or even launching the Moon.

Solution

An expansion of the Gymshark Training app, Frenzy gamifies exercise by dividing its users into three teams, challenging them to collectively burn enough calories to accomplish feats of collective strength, like moving Australia, surfacing the Titanic, or even launching the Moon.

The App

Strategy

Strategy

Strategy

Ignite engagement by uniting Gymshark’s community and brand into one platform.

Branding Platform

Celebrate strength, no matter what that looks like.

By merging Gymshark’s original intense aspirational fitness branding with their current social good/inclusivity messaging, Gymshark can authentically champion body diversity and strength.

Gym Truth

Gym camaraderie looks more like a silent head nod than a complex handshake.

Any community platform we build needs to be respectful of the already existing gym community guidelines—which is staying in your lane as well as mutual respect.

In the real world

In the real world

In the real world

Hustle Beach

The interactive gym that allows passersby to trial the experience before joining the app.

Specially-rigged battle ropes, Nautilus machines, and exercise bikes display how much Shark Power is generated by your activity. QR codes everywhere for onlookers to download the app and join the ongoing game. And of course, participants will be given a free set of Gymshark apparel to enjoy the full experience of the Frenzy.

OOH Ads

Reflections

Reflections

Reflections

Challenges

Gymshark had a declining reputation with an older generation of adults. Gen Z wasn't as familiar with the brand, but we didn't want them to stay away for the same reasons as other generations.

Learnings

Being skeptical about an idea is good. Early in the project, something just didn't feel right and our team wasn't hyped on the idea. We pivoted and focused on what made us passionate, resulting in a lot of fun ideas.

Optimism

Young adults who are seeking new communities face different anxieties when it comes to meeting people. Bonding over ridiculous fitness challenges is a healthy way to break into new opportunities. If you can push Australia, you can do anything.

Team

Emerald Grippa / Brand Manager

Sabelle Chambers / Strategist

Mark McColey / Copywriter

Kyle Brubaker / Art Director

Nate Villaire / Experience Designer

Tools

Figma

After Effects

Whiteboards

Sticky Notes

Learn about the full project