A British brand, born and bred that has seen exponential growth over the last 3 years. What is their trick? How have they done it?
Breaking into a mature industry like the sports apparel industry, competing with established goliaths such as Adidas and Nike, some would say was a crazy decision. Ben Francis and his team have used marketing, social, communities and great product to build the brand we see today.
They are all about serving their community, focussing on their needs.
Being true to their vision.
The gym shark mission reads:
“In everything we do, be true to our own vision and respectful of others. We are here to bring ideas to life. There is no idea too big, or too small… We are not future-proof. We are the future.”
Write a critical appraisal on the rise of gym shark, what has been the role of media, PR and marketing in creating this rise.
Think about the internal brand, the culture, people, vision and mission. How important is this and is this reflective of the brand we see externally.
Appraise their current media presence, what are they doing? How are they doing it? Why are they doing it?
Are they segmenting their communications?
What campaigns are they running? What are these campaigns saying to you? Is there a social reason for the campaigns?
If you were marketing manager at Gym Shark, what would you do differently? How would you take the brand to the next level, in terms of media and PR.