Gymshark’s latest campaign ‘Look Good, Lift Ugly’ wishes to challenge the perfect image of gym-goers it is often guilty of portraying.
The brand has unveiled a billboard in New York’s Times Square with the hopes of displaying the true facial expressions of models lifting weights during a gym session.
The campaign features TikTok fitness influencer Dave Olesinski, personal trainer Oyinda Okunowo and Gymshark community member Jada O’Neill.
The brand has recognised that it often creates campaigns that feature “perfectly posed and preened models”, and desires to celebrate the hard work people put themselves through when partaking in exercise.
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“We had a word with ourselves and decided we wanted to do something to tackle this stereotype. We also wanted to lean on our heritage of encouraging and backing no-nonsense hardworkers in the gym,” Gymshark chief brand officer Noel Mack said.
“And we wanted to have a bit of a laugh with it at the same time. So, to all those people who worry about their facial expressions or how they look when working out, we’re here to say: ‘We got you’, but at least your outfit will look exceptional.’”
The news comes months after Gymshark opened a barbershop in partnership with Campaign Against Living Miserably (CALM) to allow men to open up about their mental health while getting a haircut.
