Gymshark Sports Bras- For you, for yours

TEAM: Tiffany Rose (copywriter), Jodanna Bird (Creative). Full team info available at request- they’re all legends.

THE TASK: Gymshark have put a lot of work into researching sports bras and creating a range including different support levels. The problem? Women don’t understand the importance or relevance of support levels. We need to tell them why support is important, and what the different support levels are for. Also, we should sell the new sports bras, obviously.

THE IDEA: We need to tell women about support levels. But talking boobs is always a tricky business. So we want to talk to women not as business, but as one of the girls. Tone here is absolutely key. We want this to be fun, feminine and personal.

THE DEVELOPMENT: This was an evergreen project so we have created a huge number of iterations over the last couple of years – including a fit finder website when we found out how many women were wearing the wrong size, and a collaboration with the breasties to target our customers to check their breasts.

The website: https://www.sport sbras.gymshark.com/

Every iteration of this campaign has a slightly different campaign copy, but the headlines have remained. **What do yours want?** Is used across all educational assets, and **For you, for yours** across all assets selling our products.

Video Asset Script

Krista (Gym Floor- Lifting)

(laughs) I guess something pretty straight forward, something that’s simple, but works. (begins walking and turns back) Oh and cute, it has to look good

TITLES: WHAT DO YOURS WANT?

Zelma (Flow – Yoga)

To be comfortable, and able to fully relax (breathes in) and unwind (breathe out and walks). (phone rings) Even if it doesn’t always last long

Ellis (Sweat – Dance)

To be at one with the music and feel free, but not too free

Krista (Sweat – Spin)

To keep me cool and confident (gets off bike), even when I feel far from it

Sam (coach): great session, see you next week.

Krista: See you then! (looks to camera, shakes head and mimes “no”)

Zelma (Flow – Boxing)

To feel completely secure and strong, just (hit) like (hit) me (hit). So I’m ready to take on the world. (opens doors)

Ellis (Gym Floor – HIIT)