ABOUT

Concept: To launch a gymwear brand with a different edge that catered for those who are serious about their training and don't fit into the Gymshark clone mold.

Execution: A complete branding exercise from scratch, creating the identity and ethos and delivering a point of difference through edgier illustrations that resonated with common gym themes and the training mentality. Ambassadors were searched for and recruited from varying different lifting backgrounds of Bodybuilding, Strongman and Powerlifting to embody the brand and convey the more intense and dedicated nature of the training styles than is found in the avaerga David Loyd's. Photoshoots with each ambassador in real training locations specific to their training style helped to emphasise the brand point of difference with spit and sawdust gyms and arches under railway bridges featuring.

Results: With the creation of an online store and social channel, the brand was exhibited at the inaugural Arnold Sports Festival in October 2021 with very positive feedback about the garments and the designs and unexpected levels of sales.