Tribe 2020

GYMSHARK

In 2012, two 19 year-old friends started printing and selling fitness T-shirts from their parents’ garages; posting many to their favourite YouTubers in the hopes that they might wear and promote them on their channels.

It worked.

Ten years on and the business is now valued at over £1bn, with annual sales revenues totalling £250m across 180 countries, and the brand often spoken about in the same breath as Nike, Adidas, Under Armour and the like.

A real David vs Goliath story for the digital age.

In 2017, amidst the incredible growth the brand was experiencing, we were invited to the company’s headquarters in Birmingham for a series meetings and workshops, with the aim of creating a unique customer loyalty and community vision for the upcoming years.

We called the project, Tribe 2020.

LOYALTY | DIGITAL | CUSTOMER EXPERIENCE | INNOVATION

Agency: Cherry London | Work: Pitch Only | Main Imagery: Gymshark