Team: Tiffany Rose (copywriter), Mike Raven (creative 2019-2021), Jodanna Bird (creative 2022). Get in touch for full credits, this really did take a village.
The Brief: It’s Pride month, and Gymshark want to join the conversation. We’ve been doing the work internally and now we’re ready to show the world that we care about the LGBTQ+ Gymshark family.
The Idea: Yes, we’ve been doing the work, but this is still Gymshark’s first time joining the Pride conversation, we need to acknowledge not just how far we’ve come but how far we have to go. We want to celebrate the Gymshark LGBTQ+ family in an authentic way. How will we do that? By showcasing the stories of the community. As a brand we’re all about 2 things; community and conditioning, we need to tell these stories in a way that is true not only to them, but to us. And so, Pride in Progress was born:
Media and placement was a big strategic goal for this campaign. We didn’t just want to speak to the Gymshark audience, we wanted to speak to the LGBTQ+ community as a whole and welcome them to the Gymshark family. We partnered with two key LGBTQ+ publications, Gay Times and Attitude to share our talent’s stories. These articles feature videos and interviews with our remarkable talent.
If you don’t know me, you probably won’t know how much this project meant to me. I am extremely passionate about D&I as a whole, and particularly LGBTQ+ rights. When I interviewed for Gymshark in 2019, I asked ‘why haven’t you shown up for Pride?’. The answer was frustrating but fair: Gymshark weren’t ready to show up authentically. So when I joined I made sure I did everything in my power to make sure we got to where we are today. I am a founding member of Gymshark Gender and Sexuality ERG (emplyee resource group) and I by no means think the work ends here, this is only the beginning. I’ll be the first to admit we’re not where we should be. But, we’re better than we were when I asked that question in my interview. And we’re going to keep getting better. That’s Pride in Progress.
Tiffany Rose - Copywriter 