Gymshark Power

The Team: Tiffany Rose (copywriter), Steve Robinson (creative)

The brief: Gymshark were launching a new edition of their leading lifting range: Power.

The idea: Failure. It’s what lifting is all about. It’s the only way you get better. In general, these product ranges leaned very positive but I wanted to flip the convention on its head in keeping with this lifting insight. Power is a range that’s made to fail in.

CONCEPT

The assets went out across all owned channels and paid social/digital. Me being terrible at saving my work, I didn’t save any of it, but I bloody love this messaging so please do give it a gander:

COLLECTION MESSAGE – Broader messaging embodying the concept

PRODUCT MESSAGING – Bringing that tone of voice and concept into product feature messaging