Sportswear brand Gymshark has unveiled the ‘world’s first modest billboard’ new 3D out-of-home (OOH) mural featuring brand ambassador, Leana Deeb.
Showcased in high traffic location, Whitechapel Street in London’s Shoreditch, the creative is a part of Gymshark’s ‘Every Strong Belongs’ campaign.
The sports brand claims the 3D giant OOH earns its title as the ‘world’s first modest billboard’ due to the physical fabric that covers the creative, to create her headscarf.
The advert is promoting Gymshark’s most sportswear range -which Deeb can be seen wearing in the mural – as well as Deeb herself, who is a Gymshark athlete.
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When I started sharing my journey, the goal was to inspire my audience and to help them become the best version of themselves. That hasn’t and won’t ever change,” Deeb commented.
“I feel completely aligned with Gymshark’s message of Every Strong Belongs and look forward to breaking boundaries together. To be the face of the world’s first modest billboard in such an iconic location here in London is a huge moment and responsibility,”
Having accrued over 18 million followers since becoming a sport influencer in October 2021, Gymshark applauded how the athlete used her platform to support her community.
The billboard, which is just 16 yards from the East London Mosque, is hoped to become and inspirational creative for both Muslim women and athletes.
Gymshark global partnerships director Calum Watson, “Leana’s journey has been nothing short of remarkable. She’s one of the most important and inspirational athletes in the world today.”
“She lives and breathes everything we believe at Gymshark, so it’s amazing to have her on the team. We wanted to do something to not only celebrate Leana, but also her audience and everything she stands for.”
“And, in typical Gymshark style, why not with a world first? Leana, we salute you,” Watson added.
The creative follows the sport’s brand’s other marketing initiatives, including a partnership last year with Campaign Against Living Miserably (CALM) to for a well-being barbershop that allowed men to open up about their mental health while getting a haircut.
