Gymshark is a British fitness apparel and accessories brand, manufacturer, and retailer headquartered in Solihull, England. Founded in June 2012, Gymshark creates and distributes its range of fitness wear.
Gymshark is an England-based manufacturer and retailer of fitness apparel and accessories. Its primary goal was to build a fan-led community that would strongly support the brand.
However, they faced the considerable challenge of competing in a marketplace dominated by giants such as Nike and Adidas. And to grow its brand, Gymshark only had access to relatively smaller budgets than its larger competitors.
Currently, the company has 3.7 million followers and 57 million likes on its TikTok account. Its success was due to multiple factors.
First, Gymshark partnered with micro-influencers who typically have higher engagement rates than massive ones. Leveraging their expertise and audiences helped the brand promote its campaign's products.
Also, it created hashtag challenges that inspired active engagement from its community and boosted its following. For instance, Gymshark launched its "Change your life" campaign, which resulted in millions of views, likes, and thousands of comments. It involved:
Lastly, Gymshark posts content on Tiktok consistently, uploading up to 40 videos per month.
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